Growth Tactic #29: A/B Test Your Homepage

February 15, 2017

It’s so easy to get comfortable with your website. Once you have it up and running–whether it’s a new entry or a long-established site—you might be tempted to leave it alone and turn your attention to other challenges. In Growth Tactic #29: A/B Test Your Homepage, the latest in our 100-Day Digital Growth Plan series, we explain why that choice could be costing you money.

Overview—A/B Test Your Homepage

There’s a significant risk in leaving your homepage to fend for itself over time, while your competitors’ sites are optimized to attract the lion’s share of the market. If direct online sales are a key component of your business, it’s especially crucial that you make time to learn how visitors actually use your site. The good news is, with readily available software, you’ll be able to assess needed changes or repeat obvious successes! What’s your reward? Just higher conversion rates, increased sales, and greater ROI. Use one of the many available tools that help you run A/B tests on your homepage (and throughout your site) to determine what’s working—or not—and where you need to improve.

How-to:

STEP ONE: Isolate two or three key sections of the homepage that could influence visitors to convert, making them ideal for A/B testing. Commonly tested elements are the CTA button (vary the color, text, size, etc.), the page headline, the menu of navigation choices and others. Get more ideas on testing your CTA in one our previous Growth Tactic #2: A/B Test for Better Calls-to-Action.

STEP TWO: Familiarize yourself with one or more of the tools we’ve listed in the Resources and Tools section below. Choose the one you think most suited to your needs and your website, and set up several different tests—be sure to only vary one isolated element each time so it is easier to determine which changes have influenced the outcome.

STEP THREE: Run your tests for a minimum of one week. Once you’ve collected enough results to show significant variations, use the information to make adjustments and changes where needed.

Resources and Tools

We’re committed to providing a deep source of information and education for our community. Find more resources in our Learn page and visit us here again for the next 100-Day Digital Growth Plan Tactic! Then, contact us for more ideas on digital growth and your website.

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