AB Testing for Call-to-Action Buttons: Tips and Best Practices

As a growth lead at Pareto, I’ve seen firsthand how important it is to optimize every aspect of a startup’s online presence. Once you have a system bringing you leads on autopilot, the next step is to start optimizing your funnel. And one of the most crucial elements of that funnel is your call-to-action (CTA) buttons.

CTA buttons are the gateway to conversions, and optimizing them can make all the difference in the world. But how do you know which CTA button will perform better? The answer is simple: ab testing.

In this article, I’ll share the best practices for AB testing your call-to-action buttons, the metrics you should be measuring, common mistakes to avoid, and examples of successful AB tests. Let’s dive in.

1. Understanding AB Testing for Call-to-Action Buttons

AB testing, also known as split testing, is the process of comparing two versions of a webpage or app to see which one performs better. In the case of call-to-action buttons, you might test two different button colors, sizes, or copy to see which one generates more clicks.

The beauty of AB testing is that it takes the guesswork out of optimization. Instead of relying on your gut feeling or assumptions, you can make data-driven decisions. And those decisions can have a significant impact on your conversion rate.

2. Best Practices for Conducting AB Tests

To get the most out of your AB tests, here are some best practices to follow:

Test one variable at a time

It can be tempting to test multiple variables at once to save time. But doing so can muddy the results and make it difficult to determine which variable had the biggest impact. Instead, focus on testing one variable at a time, and make sure the test is statistically significant.

Set clear goals

Before you start testing, make sure you have clear goals in mind. Do you want to increase clicks, conversions, or revenue? Having a clear goal will help you determine which metric to measure and how to interpret the results.

Test for a reasonable amount of time

AB testing requires patience. You need to test each variation for a reasonable amount of time to gather enough data to make a decision. The length of time will depend on your traffic volume and the size of the change you’re testing. Generally, a test should run for at least a week to ensure reliability.

Use a random sample

To ensure accurate results, it’s important to use a random sample of your audience. You don’t want to test your variations on just one type of user or a biased sample. Instead, use a random sample of your audience to get a representative sample size.

Use a hypothesis-driven approach

Optimising your funnel starts by adopting a mindset of ‘this is what I think, but let’s test and see’. Because really, what are the chances that you have nailed the absolute optimal setup on the first try? There’s no chance, which means there is room for improvement, and AB testing is how we improve. Start by forming a hypothesis about what you think will work best, and then test it to see if you’re right or wrong.

3. Metrics to Measure for AB Testing

There are several metrics you can measure when AB testing your call-to-action buttons, including:

Click-through rate (CTR)

CTR is the percentage of users who clicked on your CTA button. It’s a good metric to measure if you’re testing different button copy or color.

Conversion rate

Conversion rate is the percentage of users who completed a desired action after clicking on your CTA button. It’s a good metric to measure if you’re testing different landing pages or forms.

Revenue per visitor (RPV)

RPV is the amount of revenue generated per visitor to your site. It’s a good metric to measure if you’re testing different pricing or upsell strategies.

4. Common Mistakes to Avoid in AB Testing

Here are some common mistakes to avoid when conducting ab tests:

Testing too many variables at once

As mentioned earlier, testing too many variables at once can muddy the results and make it difficult to determine which variable had the biggest impact.

Testing for too short a time

Testing for too short a time can result in unreliable or inconclusive results. Make sure you’re testing each variation for a reasonable amount of time.

Testing on too small a sample size

Testing on too small a sample size can also result in unreliable results. Make sure you’re using a random sample of your audience to get a representative sample size.

Interpreting results prematurely

It’s important to wait until your test has run for a reasonable amount of time before interpreting the results. Jumping to conclusions too soon can lead to incorrect assumptions and poor decisions.

5. Examples of Successful AB Tests

Here are some examples of successful AB tests for call-to-action buttons:

Dropbox

Dropbox increased conversions by 10% by changing their CTA button copy from “Learn More” to “See Plans and Pricing”. This change made the button more specific and actionable.

HubSpot

HubSpot increased conversions by 24% by changing their CTA button color from green to red. Red is a more attention-grabbing color and stood out more on the page.

Unbounce

Unbounce increased conversions by 32.5% by adding an arrow to their CTA button. The arrow helped draw the user’s eye to the button and made it more clickable.

6. Tools for AB Testing Call-to-Action Buttons

There are several tools you can use to conduct AB tests on your call-to-action buttons, including:

Google Optimize

Google Optimize is a free tool that allows you to run AB tests on your website. It integrates with Google Analytics, making it easy to track your results.

Optimizely

Optimizely is a popular AB testing tool that allows you to create and run experiments on your website or app. It offers a variety of targeting options and integrates with several analytics tools.

VWO

VWO is an all-in-one conversion optimization platform that allows you to run AB tests, heat maps, and user surveys. It’s designed to help you optimize your entire funnel, not just your CTA buttons.

7. Conclusion: The Importance of AB Testing for Call-to-Action Buttons

AB testing your call-to-action buttons is a crucial step in optimizing your funnel and increasing conversions. By following best practices, measuring the right metrics, and avoiding common mistakes, you can make data-driven decisions and improve your bottom line. And with the right tools, conducting AB tests can be relatively simple and straightforward.

Remember, optimising your funnel starts by adopting a mindset of ‘this is what I think, but let’s test and see’. By testing and iterating, you can improve your call-to-action buttons and ultimately, your conversion rate.