Imagine that you are a chef. You have just prepared a dish, but you are unsure: a little more salt or a drizzle of olive oil? You want to know what will make your customers drool. Well, A/B testing is the same, but digital version. It’s THE secret recipe to spruce up your website on HubSpot and transform your curious visitors into won over customers. And with HubSpot, it's easier than cooking pasta (and that's saying a lot).
In this article, we will dive head first into the world of A/B testing. Get ready to discover how to get the most out of your pages with smart tweaks. Spoiler alert: your conversion rate will improve.
A/B Testing: The definition that changes everything
Okay, let's go over the basics. What is A/B testing? It is the art of comparing two versions of the same element (a web page, an email, a button) to see which one obtains the expected performance. Version A versus Version B, and may the best one win.
Imagine you just change the color of a call to action (CTA) button: red or blue. You send the red version to half of your users, the blue version to the other. And there, the magic of numbers: you discover that the red button causes clicks to explode. For what ? Mystery. But what matters is that it works.
A/B testing is science applied to conversion. No need to be a guesser or read through lines of code. You test, you analyze, you win.
Why A/B Testing is your best friend on HubSpot
The days of throwing out content and hoping it catches are over. Today, we want something concrete, something solid, something measurable. And that's good, HubSpot makes your life easier with integrated tools that allow you to test without hassle.
Headache-free testing
HubSpot lets you create and run A/B tests without even needing to code. No need to call your developer buddy or spend sleepless nights on Stack Overflow. Do you want to test two versions of an email or a page? Click, edit, launch. Easy.
Crystal clear data
HubSpot serves the results to you on a platter. No incomprehensible tables or twisted curves. You can see directly which version performs better and why. And that’s heavy. You make informed decisions, based on real data, not hunches.
Continuous optimization
The beautiful thing about A/B testing is that you can always do better. HubSpot gives you the flexibility to continually adjust. You test, you win, you adjust, and you win some more. It’s a virtuous circle that never stops.
What elements you can test and analyze (Spoiler: Almost everything)
Your titles. Yes, a simple title change can increase your click-through rate. The title is the first thing your visitors see. It's a bit like the cover of a book. If it's not catchy, no one turns the page.
Your CTA. This famous magic button that transforms a passive visitor into an active customer. Its color, its text, its size, its location… Everything is testable. “Download our ebook” or “Discover the ultimate guide”? Test and you will know.
Your images. The images catch the eye. A professional product photo or a more lifestyle image? Both can work, but which one really appeals? Don't guess, test.
The structure of your pages. Maybe your form is too low on the page, or your text is too dense. Move the blocks, change the order of the sections. You'd be surprised how much one small change can change everything.
The length of the forms. It is often said that you should ask for the bare minimum. But sometimes, a more complete form is reassuring. Fewer fields or more details? You know the answer: test.
How to set up A/B Testing on a HubSpot website
Step 1: Define your goal
Before rushing headlong, ask yourself what you really want to improve. Your button click rate? The number of forms completed? The bounce rate? A clear objective is the basis of a successful test.
Step 2: Choose an item to test
Don't go all over the place. Focus on just one item. Changing the color of a button AND the text of a title at the same time is the best way to completely understand the results. One thing at a time.
Step 3: Create both versions
On HubSpot, you can easily duplicate your page or email and modify the element you want to test. No need to reinvent the wheel, just improve it.
Step 4: Run the test
Hop, you press “Launch”, and HubSpot does the rest. It automatically divides your audience between the two versions. You can go make yourself a coffee while the data accumulates.
Step 5: Analyze the results and optimize!
Patience. Let the test run long enough for the results to be significant. Then see who comes out on top. And there you can make decisions. Not based on your instinct, but on facts.
Classic mistakes to avoid
Wanting to test everything at once. No. Remember: only one variable at a time. Otherwise, you'll never know what really worked.
Stopping the test too early. We know, it’s tempting to draw conclusions after two days. But no. Give the data time to speak. Effective testing takes time.
Do not draw conclusions. A/B testing isn’t just about running tests for fun. If you don't change anything after the results, it's useless. Take action.
Do not test regularly. A/B testing is not a one-shot. What works today may not work tomorrow. Continue to optimize.
The results may surprise you
Did you think this flashy button was going to blow everything up? And yet, it’s the good old discreet button that wins the day. That's the beauty of A/B testing: you discover truths you never imagined.
A/B Testing, an essential part of your growth strategy
Doing A/B testing means moving from a “I think it will work” strategy to “I know it will work”. It’s test, learn, adjust, and repeat. It means entering into a dynamic of continuous growth.
HubSpot makes your job so easy that it would be a shame to do without it. Your visitors deserve the best possible experience, and you deserve skyrocketing conversions.
So, ready to transform your pages into real conversion machines? Don't let chance decide for you. Test, optimize, and watch your results soar.
Come on, it’s up to you!
You hold all the cards. Stop crossing your fingers and start testing. Because, frankly, if you can increase your conversion rate just by changing the color of a button, why not?
And if you need it, at if/else agency an HubSpot agency, we are here to help you explode your results. Because tests are good, but the results are even better.
Photo credit : Photo from Yash Bindra on Unsplash
