101 A/B testing ideas to improve conversions in 2024

It has happened to each one of us. 

Swept off our feet by the charm of data-driven decisions, we dive headfirst into A/B testing. For a while, everything works and conversion rates improve. 

But then, you run out of ideas to test.

You find yourself: 

• Treating last month's winner as an eternal truth
• Chasing statistical significance over practical impact
• Only testing the HIPPO's ideas (Highest Paid Person's Opinion) 

Suddenly, your A/B testing program feels like a wheel – only motion, but little progress. 

Enter this ‘A/B testing ideas’ blog.

We've combined the best of ideas so you can fall in love with testing again. And it's more than a copywriting list for changing button color – it's a collection of methods to strategically optimize each part of your digital experiences.

Let's dive in. 

Page optimizations: A/B testing ideas for every page and category 

Homepage: Make your first impressions count 

1. Hero image vs. video: An introductory video might reduce bounce rates compared to a static image. A product demo video could increase time on the page by helping visitors quickly understand the offering.
2. Navigation menu simplification: Streamline your main menu to improve usability for first-time visitors. Reducing menu items from 10 to 6 could increase product discovery by making navigation less overwhelming.
   
   Source: Netflix
3. Social proof elements: Add real-time purchase data to boost user confidence. Displaying "X people purchased in the last 24 hours" will increase user confidence among potential customers, leading to higher click-through rates to product pages.
4. Personalized content blocks: Implement user-specific content based on behavior or demographics. Research shows that personalized experiences generate 41% more impact than general ones. Showing returning visitors their recently viewed items could increase engagement and lead to more repeat purchases.
5. Search bar optimization: Make the search bar more prominent and user-friendly. Moving the search bar to the center of the homepage could increase its usage, helping visitors find products more quickly.

Optimizely example: 

Felix and Michiel from our digital team decided to add a paw-some surprise to our creative & messaging on our homepage.

Next, their target was to drive user engagement.

The answer in this case, the team found out, was a lot of woofs.

In our latest experiment, if visitors pet the dog on our website's homepage, they got a link to our "Lessons learned from 127,000 experiments" report.

However, visitors only saw the dog 50% of the time.

Result: People exposed to the dog consumed the content 3x more than those who didn't see the dog.

As a bonus, our marketing teams’ channel was bombarded with cat and dog photographs after a ‘who’s cuter’ fight broke out.

And no, our CMO didn't reprimand Felix for putting a dog on the homepage :) 

Category pages: Guide users to their desires 

1. Product display layout: Compare grid vs. list views. A 3-column grid might outperform a list view by allowing users to see more products at once, potentially increasing click-through rates.
2. Filter options expansion: Provide more detailed filtering capabilities. Adding color and material filters could increase product detail page views by helping users find exactly what they're looking for.
   Source: Quip
3. User ratings display: Show ratings directly on category pages. Adding star ratings to product thumbnails could increase product exploration by providing quick trust signals.
4. Quick view functionality: Allow users to get key information without leaving the category page. Implementing quick view popups might increase add-to-cart actions by reducing friction in the browsing process.
5. Category descriptions: Add concise descriptions at the top of category pages. Brief category overviews could increase time on page by providing context and helping users understand the product range.

Product detail pages (PDPs): Turn browsers into buyers 

1. 360-degree product view: Provide a comprehensive view of the product. Allowing customers to view a product from all angles could reduce returns by setting accurate expectations.
2. Customer review prominence: Display reviews and ratings more prominently. Moving reviews above the fold might increase conversion rates by making social proof immediately visible.
   Source: Optimizely
3. Scarcity indicators: Create urgency with limited stock alerts. "Only X items left" messaging could increase immediate purchases by triggering fear of missing out.
4. Cross-sell recommendations: Display personalized product suggestions. For this, you need a personalization strategy. Also, AI-powered product recommendations might increase average order value by introducing customers to complementary items.
5. Interactive size guide: Help customers choose the right size confidently. An interactive size guide could reduce size-related returns by helping customers make more informed decisions.

Customer example:  

True Botanicals achieved a $2M+ estimated ROI increase and a 4.9% site-wide conversion rate by adding social proof elements on their product detail pages. 

Search results optimization: Helping visitors find the treasure 

1. Advanced search algorithm: Enabling users to input multiple criteria will help them find products faster and increase add-to carts.
2. Faceted search options: Give users granular control over product attributes so they can search better. It'll lead to more engagement and checkouts.
3. "No results" page optimization: Don't let a "no results" page be a dead end. Showcase personalized product recommendations and guide users to alternatives.
   Source: ahrefs
4. Search query highlighting: Highlight search terms in the results to help visitors spot what they're looking for and make it relevant for them to jump off the page.
5. Sort options prominence: Make sort options more visible and user-friendly, to help your customers quickly find the products that match their preferences.

Customer example:  

HP generated an incremental $21 million in revenue by running nearly 500 experimentation campaigns, including optimizing search functionality. 

Shopping cart and checkout page: Help seal the deal 

1. Advanced search algorithm: Enable multi-criteria input for faster product finding. Implementing faceted search could increase search-to-purchase conversion by helping users find exactly what they need.
2. Faceted search options: Give users granular control over product attributes. Adding price range and style filters to search results might increase engagement by allowing more precise product discovery.
3. "No results" page optimization: Show personalized recommendations on no-results pages. It could reduce bounce rates by keeping users engaged even when their exact search yields no results.
4. Search query highlighting: Make relevant products stand out by highlighting search terms. It could increase click-through rates by making relevance immediately apparent.
5. Sort options prominence: Adding a prominent "Sort by" dropdown to search results might increase conversions by helping users quickly organize results to their preferences.

Customer example:  

SeaWorld Parks & Entertainment achieved a 50% reduction in bottom-of-funnel failure rate by optimizing their online ticket purchase funnel. 

Mobile and AI magic: Personalizing the digital journey 

Mobile: Capturing the on-the-go crowd 

1. Mobile navigation styles: Test hamburger menus against tab bars to find out which one your mobile users prefer and engage with more.
2. Thumb-friendly CTA button: Place call-to-action buttons where thumbs naturally rest. This small change could significantly boost click-through rates on mobile.
   Source: Copywritingcourse
3. Speed up page loads: Make your images zoomable and reduce long videos on your landing pages. Faster mobile pages mean less bouncing and more browsing.
4. Mobile-specific product layouts: Create streamlined, tap-friendly product pages for mobile. A smoother mobile experience could drive up your conversion rates.
5. Simplify mobile forms: Cut down on form fields for mobile users. The easier it is to input information the more likely customers are to complete purchases.

Customer example:  

DocuSign achieved a 35% increase in mobile conversion rates by simplifying their mobile sign-up process and removing non-essential form fields. 

AI and personalization: Read your customers' minds 

1. Product suggestions: Analyze browsing history and suggest relevant items. Personalized recommendations could significantly increase average order value.
2. Flexible pricing: Develop dynamic pricing based on demand, inventory, and customer segments. Experiment with time-based discounts and loyalty tiers. This aligns with findings that more complex, multi-variant tests often yield higher impact.
3. Tailored search rankings: Personalize results using individual preferences and behavior. Add features like autocomplete and semantic search.
4. Chatbot assistance: Create context-aware chatbots with access to user data and product info. Train for intent recognition and proactive engagement.
   Source: Thinkstack AI
5. Cart suggestions: Analyze cart contents to suggest complementary products. Implement personalized incentives to boost average order value.

Customer example:  

Visa saw a 20% increase in conversion rates by serving tailored content and offers based on user segments. 

Email marketing: For more conversions, make your messaging resonate  

1. Subject line optimization: Test various subject line options (e.g., short vs long, urgency, curiosity). The best subject lines are 3-5 words, simple to understand and tell what's in the email.
2. Personalized content: Segment audience and tailor email content based on behavior, preferences, and purchase history.
3. Send time testing: Experiment with delivery times based on user activity patterns. Use data to predict optimal send times for individual subscribers.
4. Re-engagement strategies: Develop targeted campaigns for inactive subscribers. Test incentives, content types, and messaging to reactivate dormant segments.
5. Mobile-first design: Create responsive layouts that look great on all devices. A/B test different designs to improve click-through rates.

Behind-the-scenes: Industry specific a/b testing ideas 

Technical optimization: More performance... and speed 

1. Page load speed: Compress images without quality loss and load non-critical elements later. Faster load times will help you reduce bounce rates on website pages.
2. Error page optimization: Include search functionality and popular links. Well-designed error pages retain users and guide them back to relevant content.
3. Browser caching strategies: Store static assets locally on user devices. Optimized caching dramatically improves load times for returning visitors.
4. CDN implementation: Distribute content across global servers to reduce latency. Faster access speeds enhance user experience and boost conversion rates.
5. Progressive web app features: Implement and test PWA capabilities like offline functionality and push notifications. PWAs provide app-like experiences in browsers.

Customer example:

The Vintage Bar improved their time-to-market for new features by focusing on performance optimization and experimentation. 

Industry-specific: Tailored tests for different sectors 

Retail 

1. Product images: Compare lifestyle shots against studio images. Sometimes, lifestyle images drive more purchases by helping customers envision products in use.
2. Shipping thresholds: Test different free shipping minimums. Finding the right threshold can boost average order value and increase conversion rates.
   Source: Teabox
3. User-generated content: Experiment with user photos and review placement. Authentic content might be your trust and conversion booster in key decision-making moments.
4. Product bundling: Create and test various product bundle offers. It's a potential way to introduce customers to complementary items and increase Average Order Value (AOV).
5. Size guide optimization: Compare different formats of size guides. Clear, comprehensive guides can help customers find their perfect fit, possibly reducing returns and boosting confidence.

Travel 

1. Loyalty tier promotion: Test highlighting flights that upgrade loyalty status. It might drive both bookings and program participation.
2. Interactive pricing map: Compare static pricing lists with interactive visual representations. Interactive elements could engage spontaneous travelers and potentially increase bookings.
   Source: Hubspot
3. Price display on date selector: Experiment with upfront vs. click-to-reveal pricing information. Transparency in pricing might speed up decisions and increase bookings.
4. Seat availability: Test different ways of showing preferred seat options. Highlighting the right perks could be the factor that gets the customer to make the purchase.
5. Ancillary options placement: Compare early vs. late presentation of upsell offers. Strategic placement of ancillary options might increase average order value.

Customer example:  

Alaska Airlines increased mileage plan sign-ups for their loyalty program by 18% and shortened implementation processes from 3 months to 4 weeks through strategic A/B testing. 

B2B 

1. Contextualized chat widget: Test chat prompts based on different browsing behaviors. Relevant, timely assistance could significantly impact lead generation and quality.
2. Time-based free trial: Compare various trial durations. Optimized trial periods might improve conversion rates to paid plans and reduce churn.
3. Industry-specific solutions pages: Test generic vs. sector-specific content. Highly relevant, targeted content could increase engagement and lead quality.
4. Form field optimization: Compare minimal vs. detailed forms. Reducing form fields might significantly impact conversion rates, especially on mobile devices.
5. Account-based marketing personalization: Test tailored experiences for different tiers of accounts. ABM strategies could yield higher ROI compared to general marketing efforts.

Media 

1. Related article algorithms: Test different recommendation algorithms. More relevant suggestions might increase page views and time on site.
2. Homepage content rotation: Compare static vs. dynamic homepage content for returning visitors. Fresh content could encourage repeat visits and increase engagement.
3. Comment highlight strategies: Test featuring trending vs. recent comments. Highlighting community engagement might increase time on site and return visits.
4. Navigation structure: Compare fixed vs. adaptive menu structures. Surfacing trending topics could improve content discovery and engagement.
5. Paywall optimization: Experiment with various paywall triggers and subscription prompts. Finding the right free-to-paid content ratio is crucial for maximizing subscriptions without deterring readers.

Customer example:  

News UK increased digital subscription conversions by 39% by implementing personalized content recommendations and targeted experiences. 

Building a culture of continuous improvement 

Culture of experimentation: Foster a testing mindset 

1. Hypothesis generation process: Compare structured vs. free-form hypothesis creation. Sometimes, a template-based approach leads to more testable hypotheses than brainstorming sessions.
2. Test prioritization framework: Test different prioritization models (e.g., ICE vs. PIE scoring). Focusing on high-impact tests is key to scaling experimentation programs effectively.
3. Cross-team collaboration: Experiment with cross-functional vs. specialized testing teams. Maybe, cross-departmental teams produce more innovative test ideas than domain-specific teams.
4. Knowledge sharing system: Compare the effectiveness of a centralized dashboard vs. regular team presentations. See which method leads to better application of test learnings.
5. Experimentation champions: Test the impact of designated experimentation advocates in each department.

Advanced testing techniques: Move beyond A/B

1. Multivariate testing: Complex tests often yield higher impact, though they require larger sample sizes.
2. Sequential testing: Sequential approaches can optimize resource use in certain scenarios. Here's why you should prefer sequential over the Bayesian method.
3. Bandit algorithms: Bandit algorithms can balance exploration and exploitation more effectively than traditional A/B tests.
4. Segment-specific tests: Tailor experiments to user subgroups. Segment-specific optimization can uncover insights masked by aggregate data.
5. Long-term impact analysis: Track the actual impact of winning tests.

Conversion rate optimization (CRO): Ideas that work

1. Urgency creators: Test different countdown timers on product pages, especially if you're an ecommerce business. Does a 24-hour sale countdown increase immediate purchases more than a 7-day countdown?
2. Social proof variations: Compare customer reviews with expert testimonials. Which type of social proof leads to higher conversion rates: peer experiences or authority endorsements?
3. Value proposition emphasis: Experiment with benefit-focused vs. feature-focused copy. Do users respond better to "Save 2 hours a day" or "Advanced time-tracking features"?
4. Micro-conversions optimization: Test prompts for small actions like newsletter signups or add to wishlist.
5. Conversion funnel analysis: Compare a linear checkout process with a multi-step funnel. Which approach results in more completed purchases: a single-page checkout or a guided, step-by-step process?

Case study example:  

ClassPass achieved a 10% increase in sign-up rate — double their original goal of 5% — through comprehensive website redesign utilizing Optimizely Web Experimentation. 

User experience: Turn visitors into customers 

UX magic: Cast a spell on your users 

1. Navigation menu structure: Test different organizational schemes. Intuitive navigation significantly impacts user engagement and conversion rates.
2. Product comparison tools: Implement and test comparison features. Easy comparison can aid decision-making and increase conversions.
3. User onboarding flows: Experiment with various onboarding experiences. Effective onboarding can improve long-term user retention and engagement.
4. Feedback collection methods: Test different approaches to gathering user input. User feedback can provide invaluable insights for ongoing optimization.
5. Accessibility improvements: Implement and test accessibility enhancements. Improved accessibility can expand your target audience and often benefits all users.

Customer example:  

Sky achieved a reduction in support ticket resolution time by testing a personalized customer support system that tailors responses based on individual customer history and preferences. 

Content: Ideas that'll sell stuff for you 

1. Headline variations: Test different headline formats. Do users engage more with question-based headlines or statement headlines?
2. Product description length: Compare short vs. long product descriptions. Which leads to higher conversion rates: concise bullet points or detailed paragraphs?
3. Tone of voice: Experiment with formal vs. casual brand voice. Which tone resonates more with your audience and increases trust?
4. Call-to-action (CTA) copy: Test various CTA phrases. Does "Buy Now" perform better than "Add to Cart" in terms of click-through rates?
5. Feature vs. benefit focus: Test how your content is displayed. Do users even scroll down and click through to another page or do they just leave?

Customer example:  

Mailchimp successfully encouraged users to upgrade to paid plans by testing different messaging approaches, generating millions in additional revenue. 

Trust: Build unshakeable credibility 

1. Security badge placement: Test different locations for trust indicators. Does placing security badges near the checkout button increase conversions more than in the footer?
2. Customer testimonial formats: Experiment with video vs. text testimonials. Which format leads to higher engagement and trust?
3. Money-back guarantee prominence: Test the visibility of your satisfaction guarantee. Does a prominent money-back guarantee reduce cart abandonment rates?
4. Expert endorsements: Compare the impact of celebrity vs. industry expert endorsements. Which type of authority figure influences purchase decisions more
5. Transparency initiatives: Test the effect of showing your supply chain process. Does increased transparency about your practices boost customer loyalty and repeat purchases?

Customer example:  

Brooks Running saw an 80% decrease in return rates and 88% of customers appreciating their personalized customer service offer, demonstrating the impact of building trust through personalized experiences.

A/B testing ideas: future-proof your site 

1. Voice search optimization: Test and optimize for voice-activated queries. Voice-based interactions are growing, particularly on mobile devices.
2. Augmented reality (AR) features: Implement and test AR product visualization. AR can enhance the online shopping experience, particularly for certain product categories.
3. Blockchain for transparency: Experiment with blockchain-based verification. Blockchain can build trust in areas like supply chain transparency and authenticity verification.
4. AI-powered personalization: Test advanced AI-driven customization. Sophisticated personalization can significantly outperform generic experiences.
5. Sustainability initiatives: Test the promotion of eco-friendly options. Consumers are showing growing preference for brands with strong sustainability practices.

The best A/B tests

The best A/B tests focus on strategic, data-driven outcomes that align with broader business goals. 

Key takeaways:

• Prioritize high-impact metrics: While CTA clicks are common, they often have low impact. Instead, focus on metrics like revenue and checkout completion that directly tie to business outcomes.
• Balance velocity and complexity: The top 3% of companies run over 500 tests annually, but quality matters. Aim for a mix of quick wins and more complex, high-impact tests.
• Embrace personalization: With 41% higher impact, personalized experiences should be a key part of your testing strategy.
• Use developer resources wisely: The highest impact occurs at 1-10 annual tests per engineer. Beyond that, impact drops significantly.
• Leverage analytics: Teams using analytics outperform those without by 32% per test. Adding heatmapping increases success by an additional 16%.
• Build a culture of experimentation: Success comes from fostering a company-wide culture of data-driven decision-making.

To see more real-life a/b testing ideas and how brands like Xerox, hp and more have used these experimentation techniques to achieve their goals, check out this free ebook: The 2024 Big Book of Experimentation.