For many of us, A/B testing can seem overwhelming and perhaps even a little intimidating. I want to dispel any fears you may have and breakdown these testing elements to make sure you are getting the most out of your website.

So what is A/B testing anyway? Essentially, A/B testing is when you test two variants on your website to see which one performs better. But before you go testing every element of your site, it is essential that you define the overall purpose of your website and what you want it to accomplish. Are you looking for users to make a purchase? Learn more about your business? Signup for your newsletter? Knowing the answer to this main question will help determine how you should proceed.

I think we’re just about ready to dive in. Let’s explore some of the variants that you should be testing on your website.

What to Test?

Here’s where things can get a little overwhelming. When it comes to your website, there are almost too many elements that could be tested. That is why it is so important to keep things simple.


The first thing you should be testing is typography because it has been proven to significantly impact conversions. Elements of typography such as colour and font size will make a huge difference because it ensures that certain words stand out on the page.

Another component to consider would be the typeface. Do you want to use a serif font or a sans serif font? With this, you should only be testing a few types that fit with your brand to avoid any unnecessary stress.

Calls to Action

The next thing to be testing is your call(s) to action (CTA) because they are the most powerful elements on your website. A CTA tells users what is expected of them. “Learn More” and “Click Here” are common examples.

Now CTA testing doesn’t just include the content but also the placement. Are your users going to be confronted right away with your CTA, or later on in their journey? You should be testing whether it’ll be on the right, left, or middle of the page and if it’ll appear above or below the fold.

Images & Copy

Now two more general elements include the images you choose to include as well as using long or short-form copy. Shorter copy tends to convert users more effectively, however, long-copy is more effective to drive awareness. The language you choose is another element which should be thought-out and tested. You might think your audience wants a professional and direct tone but you must not assume anything. Always test first!

Determining all of these elements will take time but are essential to ensure that your users are finding the types of information they’re looking for on your website.

What elements have you tested on your website? Still feeling a little overwhelmed about A/B testing? No problem! Contact me today and let’s start testing together.