Example experiments - Ideas to get start

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Pages to optimize

Before performing tests on your most popular web pages (like your home page) consider starting small first, which will allow you to experiment with lower-risk pages. Keep in mind that you’ll need to test pages with enough traffic to get results quickly.
Start by experimenting with the color of a button, the copy in a call to action, or the order of a navigation bar. After completing a few experiments, graduate to testing headlines, images and landing pages when you’re ready.
Here are some web pages that are prime candidates for optimization and experimentation:
  • Category/family page
  • Product page
  • Cart page
  • Thank you page
  • Contact form
  • Search results pages
  • Landing page
  • Home page

Elements to optimize

The following are some examples of website elements that are frequently tested, but this list is by no means exhaustive. Use it as an idea-starter to brainstorm on potential experiments for your website.

Navigation

  • Copy – Voice, tone, message.
  • Appearance – See color and size examples.
  • Order – Link order can make a big difference.
  • Design – Color, depth, size.
  • Sub-navigation vs. not.

Search

  • Features – Suggestions, type-ahead, auto-complete.
  • Box location
  • Design
  • Size
  • Advanced search vs. not.
  • Results on same page vs. new page.
  • Button type – Words vs. icons.

Forms

  • Quantity of form fields – Less is more. 
  • Required fields – or not.
  • One page vs. multi-page.
  • Copy – Headline, label, buttons, help text, tooltips.
  • Design – Simple vs. complex.
  • Step indicators – Numbers, breadcrumbs, percentage complete.

Buttons

  • Size – Can you see it from a couple steps back?
  • Color – Green and orange historically test well, but it depends on your site's color palette.
  • Copy – Less is more. Use the active voice.
  • Placement – Is it above the fold?
  • Images – Do they convert?
  • 3D vs. flat – Flat is very trendy right now.

Dialogs

  • Overlays
  • Modals
  • Road-blocks
  • Accordions
  • Size
  • Timing
  • Content
  • See Colors, Buttons, Images

Videos

  • Or not.
  • Auto play.
  • Auto sound vs. click to hear.
  • Sound Volume.

Trust elements

  • Quantity – Single versus multiple.
  • Security icons – Thawte, McAfee, etc.
  • Privacy text – Both policy links and email disclosure copy under email capture fields.
  • Testimonials – or not.
  • Social Proof – The positive influence created when someone finds out that others are doing something.
  • The Button Experiments examples can be applied here as well.

General areas to optimize

Some general areas that can be tested and optimized on every website include the following:

Copy

  • Wording – Put yourself in your reader's shoes, try a different approach.
  • Clarity – Simplify complex sentences, remove jargon.
  • Length – Write shorter instead of longer.
  • Format – Use action verbs ("Try it now")
  • Voice – Is it on-brand, consistent, use active vs. passive voice.
  • Fine print/footer links – Make them descriptive, don't obfuscate!

Images

  • Quantity – Try less if you have a lot
  • Sizes – Smaller or larger?
  • Subject matter – People, babies and pets.
  • Products vs. features – Both a popular in images
  • Carousels vs. static images – The result may surprise you.

Colors

  • Trendy vs. classic
  • On-brand vs. off-brand
  • CTA matching your palette vs. standing out.
  • Textured/shaded vs. flat
  • Visually-impaired/ADA compatibility

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