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Especially since the only difference between the two pages was the text used on the submit button of the contact form. The original page had the generic text of “Submit”, and the test page had “Get Quote Now.” That’s it.
After running the test for a month and a half, the original version had 854 visitors with 64 conversions for a conversion rate of 7.49%, and the test version had 842 visitors with 86 conversions for a conversion rate of 10.2%, an increase of 36.3%!
This is pretty significant. If each lead generates an average of £100 per lead, this comes out to £6,400 from the original version and £8,600 from the new version.
If we had just decided to be satisfied with the 7.49% conversion rate, we would have been missing out on an extra £2,200. So the moral of the story is to test, test, test!
One of the best things about A/B testing is that it is simple and it can be done for any type of business.
You can do it when focussing on local SEO for a small service-based business, or you can use it to generate more sales on a large e-commerce store.
All you need to do is create two versions of the same page and then send half your visitors to each version.
Then, you can compare the performance of the two versions and see which one is more effective.
Testing is a great way to get a better understanding of your website’s performance, and it can lead to significant improvements in your conversion rates. So don’t be afraid to experiment — you never know what you’ll discover!
If you have a website and are not constantly testing it, you are missing out on potential business. You are losing money. It’s as simple as that.
With the advent of the easy-to-use and, perhaps more importantly, a FREE testing tool Google Website Optimiser, there is no excuse for not setting up split A/B or multivariate tests on your webpages to improve conversion rates and ultimately increase your bottom line constantly.
With GWO, you can test anything you could possibly think of (and I strongly encourage that you do).
Even if you “just know” that the stock photograph of the attractive saleswoman will generate more leads than the overweight middle-aged man, you might be surprised that the data suggests otherwise.
If the design and marketing departments are at each other’s throats about which colour background to use, put it to the test and let the data speak for itself.
One recent A/B split test we set up for one of our lead generation clients produced some pretty eye-opening results.
In conclusion, by simply changing the contact form to “Get a Quote” had an amazing result of increasing conversions by 36%. This result is a testament to the power of small changes that can impact SEO drastically.
This test shows that by making small changes to your website, you can help increase your conversions and boost your overall lead generation, as well as increase your income.
Streamline Metrics is a Digital Marketing Agency that has specialised in Search Engine Optimisation since 2008.