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How To: A/B Testing for Higher Conversion Rates

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By Alessandra Ceresa

Always be testing. Those are words to live by in a marketer’s world. Without testing, how do you know what works and what doesn't? You won't. Testing allows you to gage what resonates with your audience most so you can ultimately become more profitable.

A few things A/B testing accomplishes:

  • Shows that wording matters in your overall messaging!
  • Reveals that changes in your Call-to-Action buttons make a difference in conversions
  • Gives you data on whether shorter forms or longer forms increase conversion rates (along with the data fields you require)
  • It accurately measures performance differences, which include unique visitors, bounce rates, and conversions.
  • Gives you a better understanding of what your leads/customers are interested in reading (through conversions)

So, if you knew that you could increase conversions by just changing a few words on your landing page, wouldn’t you? Absolutely. GreenRope makes it easy for you to test landing pages with our new A/B testing feature. Simply, go into Website > A/B testing to setup your testing environments.

If you are currently using landing pages as part of your marketing strategy, here are a few steps to successfully setup your A/B testing.

Step 1: Look at your current landing pages in your website builder. Clone the landing page you would like to test. We have three options to clone your landing pages:  

  • Option 1: Create the two landing pages you would like to test against each other.
  • Option 2: Copy the source code from your current landing page and create a new page using that source code. Next, change up any content on the cloned page that you would like to test, including your headlines, bullet points, testimonials, call-to-actions, signup forms, and more.  
  • Option 3: Select the “Import Page Content” button at the bottom of the page to populate your new page with content from an existing webpage. Then, just change up the content in the cloned page.

No matter which way you choose to establish your two different landing pages, make sure they each have a clear goal in mind. You do not need to make significant changes, but make sure you know what you are testing 

Step 2: Once you setup your different landing pages, it is time to setup your A/B testing.

  1. Click on the ‘Add New A/B Test’ and insert a description for what you are testing.
  2. Select the pages that you would like to test using the corresponding drop down menus.
  3. Assign a unique Campaign ID to each page. Make sure they are descriptive and different from one another so they do not conflict with data from any other campaigns you are running.
  4. Determine the percentage of traffic that you want to drive to each page by moving the slider to the right or left. 

Step 3: Analyze your landing page performance! Now that you have been running your A/B testing, it is time to view which page is performing best and make adjustments as needed.

  • To view this report, simply select the dates you would like to report on and hit ‘Run Report’. A report will load showing a side-by-side comparison of page views, unique visitors, bounce rates, total conversion values, and average conversion values.

Give your landing pages some time to perform before you go changing them all over again because sometimes it takes some time to see significant differences. For more information about creating landing pages, check out this blog post, "Create a Converting Landing Page."

Happy testing!


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