When it comes to improving the performance of your digital marketing campaigns, A/B testing is one of the most powerful tools at your disposal. However, while many marketers dabble in basic A/B tests, they often overlook smaller, seemingly insignificant elements that can make a huge impact on click-through rates (CTR).
This article explores A/B tests you’re probably ignoring, actionable insights on how to execute them, and the tools you can use to get started. Let’s unlock the potential of these simple yet effective tests to boost your clicks and optimize your campaigns.
What is A/B Testing?
A/B testing, also known as split testing, is a method of comparing two versions of an element (e.g., ad copy, email subject line, webpage) to determine which performs better. It helps marketers make data-driven decisions by understanding what resonates with their audience.
For instance:
- Version A: “Free Shipping on Orders Over $50!”
- Version B: “Get Free Shipping—Order Today!”
The version that gets more clicks, conversions, or engagements wins.
Why Are Marketers Ignoring Certain A/B Tests?
Most marketers focus on major elements such as headlines or images, neglecting smaller, micro-elements that can significantly influence user behavior. These overlooked areas may seem trivial but can often have a cumulative effect on click-through rates and user engagement.
Overlooked A/B Tests You Should Be Running
Here are some simple yet effective A/B tests you might not be running but should.
1. Call-to-Action Button Placement
Where you place your call-to-action (CTA) button can significantly impact clicks. Many marketers focus on the button text or color but forget to test placement.
What to Test:
- Above-the-Fold vs. Below-the-Fold: Does your audience prefer CTAs at the top of the page or after consuming content?
- Static vs. Floating Buttons: Do floating CTAs lead to more clicks compared to static ones?
Example:
A study by HubSpot found that moving a CTA button from the sidebar to below the main content increased conversions by 28%.
2. Anchor Text for Hyperlinks
The words you hyperlink can subtly guide user behavior. Testing different anchor text can lead to significant improvements in CTR.
What to Test:
- Action-Oriented Text: “Click here to learn more” vs. “Discover more insights.”
- Descriptive Links: “Best SEO Tools” vs. “Top SEO Strategies.”
Pro Tip:
Make your links appear more natural and embedded within valuable content rather than overly promotional.
3. Headline Length and Tone
Headlines are often tested for content, but many ignore variations in length and tone.
What to Test:
- Short vs. Long Headlines: “Boost Clicks Now” vs. “Boost Clicks Instantly with These Simple A/B Tests You’re Ignoring.”
- Neutral vs. Emotional Tone: “Improve CTR” vs. “Don’t Miss Out on These CTR Hacks!”
Tool Tip:
Use tools like CoSchedule Headline Analyzer to measure headline performance before testing.
4. Social Proof Placement
Social proof, such as reviews, testimonials, and user counts, builds trust, but its placement can determine whether visitors take action.
What to Test:
- Above CTA vs. Below CTA: Does seeing a testimonial before clicking boost confidence?
- Inline vs. Standalone: Is your audience more influenced by embedded testimonials or standalone review sections?
Case Study:
A fitness brand tested placing a testimonial next to their subscription CTA. Result: CTR increased by 19%.
5. Email Preheader Text
Most email marketers test subject lines but ignore the preheader text—the snippet visible in an inbox before opening the email.
What to Test:
- Value-Driven: “Get 50% off today only!”
- Mystery-Driven: “You’ll want to see this inside.”
Tool Tip:
Platforms like Mailchimp and Litmus allow easy A/B testing for email campaigns.
6. Image Orientation and Style
Images can make or break your landing pages and ads. Instead of testing only the image itself, consider its orientation and style.
What to Test:
- Horizontal vs. Vertical Images: Does one format perform better for mobile users?
- Lifestyle vs. Product-Centric Images: Do users prefer seeing products in action or standalone images?
Example:
An e-commerce brand found that switching from plain product shots to lifestyle images boosted ad CTR by 35%.
7. Form Length and Fields
Marketers often overlook forms when optimizing for clicks. Testing form length can drastically improve conversions.
What to Test:
- Short vs. Long Forms: Does asking for less information improve sign-ups?
- Field Order: Placing email first vs. name first.
Example:
A SaaS company reduced its form fields from five to three and saw a 20% increase in submissions.
8. Ad Copy Micro-Elements
Ad copy isn’t just about the main message. Testing micro-elements like punctuation, emojis, and sentence structure can reveal surprising insights.
What to Test:
- With vs. Without Emojis: Does adding 🎉 or 🚀 make your ad stand out?
- Exclamation Points vs. Periods: “Limited Time Offer!” vs. “Limited Time Offer.”
Tool Tip:
Use Google Ads Editor to run split tests for PPC ad copies efficiently.
9. Page Load Speed
Although not a direct content element, loading speed impacts user experience and click behavior. Testing faster-loading pages can improve engagement and CTR.
What to Test:
- With vs. Without Heavy Images/Videos: Does reducing media size increase interaction?
- CDN vs. No CDN: Content Delivery Networks can speed up loading times globally.
Tool Tip:
Use Google PageSpeed Insights to measure load times and optimize accordingly.
10. Ad Targeting Segments
Targeting isn’t just about demographics. A/B testing different audience segments within the same campaign can optimize ad performance.
What to Test:
- Broad vs. Narrow Segments: Does targeting a larger audience dilute results?
- Interest-Based vs. Behavioral Segments: Which drives better engagement?
Example:
A clothing retailer tested interest-based targeting (e.g., “fashion lovers”) against behavioral targeting (e.g., “recent shoppers”). Behavioral targeting resulted in 27% higher CTR.
Tools for A/B Testing
- Google Optimize
Free and versatile, Google Optimize integrates with Google Analytics to help test website elements. - VWO (Visual Website Optimizer)
Ideal for advanced testing, VWO offers heatmaps and session recordings to track user behavior. - Optimizely
A robust tool for running A/B tests on websites, ads, and mobile apps. - Unbounce
Perfect for landing page testing, Unbounce lets you create and test variations with ease.
Conclusion: Stop Guessing, Start Testing
A/B testing is the cornerstone of data-driven decision-making, and neglecting micro-elements can mean missed opportunities for optimization. By running the often-overlooked tests mentioned above, you can improve your CTR, boost engagement, and maximize ROI.
Start small, analyze results, and scale what works. The key to digital marketing success lies in constantly refining your approach. Remember: every click counts. Don’t let the simple tests go ignored—they could be the difference between an average campaign and a winning one.
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