[Checklist] The Interactive A/B Testing Scorecard

Test this: Create a separate landing page for each source (email, social, PPC) and see which source gets you the most conversions.

Test this: Use a static image showing a physical product (or a screenshot if it’s an online tool) and test it against a video demoing your product or service.

Test this: Simply set up your video to start as soon as the page is loaded and test it against a version where the visitor has to choose to watch it.

Test this: If you show it throughout the video there’s clearly a better chance it will be seen if the visitor doesn’t watch the whole video (but is it overly salesy?). On the other hand, if you place it at the end you can make it bigger (using the whole screen) and there’s a higher chance that the viewer is interested if they got to the end.

Test this: Show your product or service being used in a situation of reality and test it vs. a static image.

Test this: Try adding a benefit related secondary headline beneath your primary headline that explains the WHY to complement the WHAT.

Test this: This goes hand in hand with the previous test. Test one long headline with a short enticing statement, or shorten it by including a secondary headline.

Test this: Try a succinct version that gets straight to the point against a long page that explains everything it does. Think of the information on a boxed item vs. the instruction manual inside.

Test this: Clearly you are trying to gather leads, so try asking for an email only against all of the information you think you need to qualify the lead.

Test this: Just try it! Remove all of those nasty little asterix’s and see how many more people complete your form.

Test this: Try splitting your form in half and creating a second page that completes the process.

Test this: Add a single CTA at the top of the page, and test it against a page that has a CTA in each distinct block of content. Or at least an extra one at the end of the page.

Test this: Most people add it in the footer as an afterthought. Test this against placing it right beside the email field. Most people won’t even click on the link, but will feel more comfortable knowing it’s there.

Test this: Have it at the bottom of the page (typical) vs. front and center to ensure everyone gets to see it right away.

Test this: Add the number of registrants to your sign up page and compare the speed of sign-ups and number against a version without the count. My bet would be that the higher the number gets, the faster it will accelerate.

Test this: By adding a preview you are showing people what they will be getting. See if it improves your sign up rate.

Test this: Just like the test above, adding a preview of your offering gives people a chance to see the quality before making a decision. Test no preview vs. a chapter from your ebook. You can also test different chapters against one another.

Test this: Stick a live chat widget (Like Olark on your page to guide people through the purchasing decision making process right at the point of conversion. You will also learn from them what should be changed on the page to remove the fear of conversion which will lead to a hypothesis for your next test.

Test this: Try adding one a nasty interruption marketing popup to increase signups on your test page. I’d also check your analytics to see what effect it has on “time on page” – a good indicator that people are backing out as soon as they see it.

Test this: This might be a test that you use more than two variants for. One without any time limit, one with a short deadline and one with an extended deadline (some people have to ask permission first). Then refine the time to achieve your optimum conversion rate.

Test this: Your ideas vs. those of people in different departments. Have a brainstorm with people from colleagues that do customer support (the front lines), design, copywriting and information architecture etc. And for the best chance of getting some great ideas, invite anyone who wants to participate, that way you’ll get people who are probably bursting to share their thoughts. Once you’ve gathered their ideas create a new test page to run against your own.