5 tips to improve your website this week (11) - Heart Internet Blog - Focusing on all aspects of the web

Welcome to another 5 awesome tips to help you improve your website. This week we’re focusing on 5 key areas in which you can perform A/B testing to optimise your site’s content and conversions. Ready?

This article is part of our “Power Up” series to help you learn new skills and take your website to the next level.

1. Site Navigation

Testing your site’s navigation can reveal plenty of helpful changes you can make to get your visitors exploring your site and converting more. Here are a few examples of some tests you should consider:

  • Presentation- experiment with vertical and horizontal site navigations to see which approach works best for you.
  • Change the order of the items in the navigation
  • Try using different titles for the items within your navigation- e.g. you may see an increase in clicks if you test an ‘About’ page by renaming it ‘Our Story’.
  • Design of the navigation- test to see if an altered design or splitting up sections of your site’s navigation with dividers or different colours would help to increase click-throughs and conversions.
  • What you include in the site navigation- if you don’t already have sign-up/register buttons or a site-wide search bar in your navigation, why not test them to see if they return good results? You could also try removing any elements that aren’t essential to see if a simpler look performs better.

2. Trust Symbols

Trust symbols are highly useful for instilling confidence in your audience throughout your site and when they are one step away from completing a particular action such as signing up to your services or newsletter or before entering your order process. This is why it’s worth testing the following symbols if they apply to your website:

  • Technology- if your services draw upon technology from highly regarded companies, do tests on relevant pages by using symbols to make this clear.
  • Awards that you’ve won
  • Customer testimonials
  • Client logos
  • Money back guarantees
  • Free trials- if you run any free trials on your products or services, test to see if you receive more sign ups by presenting a symbol of the trial.

3. Imagery

Your site’s visual imagery is an ideal area to run some A/B tests; here are just a few ideas that can help:

  • Test real world imagery against vectors
  • Add transitions to your images
  • People as your subject vs. the product as your subject
  • Insert a video
  • Test a rotating carousel against a static image

4. Call-To-Action Buttons

There’s a huge range of variables that you can test on any call-to-action button to optimise its number of clicks, whether that button is moving the user into your order process, to more information about your products and services, to some content that you’d like to share or anything else.

Try testing some of the following for your call-to-action buttons:

  • Shape
  • Size
  • Colour
  • Flat colour or gradient
  • Length of message
  • Tone of the message
  • Transitions vs no transitions
  • Message in all caps vs. not in all caps
  • Different placement on your pages

5. Forms

Try the following tests to optimise any forms you have on your website:

  • Remove any non-essential fields
  • Change the height and length of the fields
  • Change the description of the fields
  • Add a description of the benefits they’ll enjoy once they’ve completed the form
  • Give them one click sign-ups from their Google, Facebook or Twitter accounts
  • Single column vs. double column


If you’re looking to perform A/B testing on your website, there are a range of great tools available to help you do this. Examples include Visual Website Optimizer, Optimizely and SiteSpect.

Subscribe to our monthly Heart Internet newsletter, filled with the latest articles about web design, development, building your business, and exclusive offers.

Subscribe now!


Please remember that all comments are moderated and any links you paste in your comment will remain as plain text. If your comment looks like spam it will be deleted. We're looking forward to answering your questions and hearing your comments and opinions!

Leave a reply

  • Richard Brooke


    I always take a little time to check the blog. There’s generally something relevant and useful to read about. I’ll be using Heart a lot more in the very near future. Robs 5 tips on Web management spot on! Like his customer services approach. 10/10

  • Robert Mathers


    Hi Richard,

    We’re really glad to hear you enjoy our posts and find them useful. There’s plenty more awesome posts coming soon that we hope you’ll like too.




Comments are closed.

Drop us a line 0330 660 0255 or email sales@heartinternet.uk