Run A/B test on CTA buttons as they are the “actual mechanism” for conversion

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 26, 2019, 8:22 AM UTC

Test pricing to determine the optimum price of products.

This article states that A/B testing helps in improving a website’s conversion rate. The author says that visitors leave a website without making a purchase either because they don’t see enough value in a brand’s offering or because there is internal or external friction.

Hence, he recommends running A/B tests on offers such as free trials, freebies, discounts, free shipping and more. Companies should also test headlines, as they are crucial in convincing readers to stay on a page and take action on an offer.

Testing call-to-action (CTA) buttons is also essential as they lead visitors to act upon the offer. Marketers should test, and accordingly rearrange, the conversion flow based on their customers’ behaviours, such as abandoning carts when forced to create an account.

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[7 minute read]