Skip to main content

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?


Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Carly Stec

By Carly Stec

Feb 13, 2015


Marketing Strategy
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Marketing Strategy

How Do I Know Which Pages to A/B Test?

Carly Stec

By Carly Stec

Feb 13, 2015

How Do I Know Which Pages to A/B Test?

How do i know which pages to ab testI don't know about you but I am one of the most indecisive people ever. 

I mean, sometimes simply trying to come up with what toppings I want to put on a pizza is a headache. 

However, when it comes to making marketing decisions, I've found a valuable way to remedy the internal back and forth. 

With A/B testing, marketers can take two creative ideas and test them against one another to determine which one performs the best. 

(Think Gladiator...but with ideas instead of Russell Crowe.)

But before you jump in, we've detailed a process for determining which pages to A/B test in the first place, along with some suggestions on actual tests to run.

Where to start:

We use HubSpot to compare our most-visited offers against our highest-converting offers and then look for red flags. 

In this case, a red flag would be a page that is driving a ton of traffic, but converting very few leads.


Essentially, a lack of conversions on a highly visited page signals to us that we're not doing enough on this page to persuade them to take action. These are the pages you want to be test because they have the greatest potential in terms of improvement. 


Testing pages that are already seeing a lot of traction will help you to reveal more valuable, reliable insights compared to a smaller sample size. 

Think about it. Let's say you're preparing to give a speech for an upcoming conference and you want to practice in front of a few of your coworkers. You could run it by 5 and they might all happen to love it, or you could try it out in front of 20 and find that the reception is a bit more divided. 

What to test:

You've nailed down which pages you want to test, now what?

Before you start testing elements at random, there's a bit of research that can be done to help you make more informed-decisions. 

CrazyEgg is a heat-map analytics platform that provides users with a visual account of how people are behaving on any given page. With insight in regards to where people are clicking, or how much of the page they're actually seeing, you can begin to identify specific parts of the page that need work. 

For example, let's say that you notice a significant drop off in views below the fold. If your form lives there, you might want to consider testing the placement by finding a way to incorporate it above the fold. 

Looking for more ideas on what to test? Check out these suggestions:

1) Content length

When QuickSprout's Neil Patel tested two versions of his homepage (1,292 words against 488 words) he was surprised to find that the longer variation not only converted 7.6% better than the shortened variation, but also produced more qualified leads.

While serpIQ found that the average content length for a page that ranks in the top 10 (for any keyword) on Google contains at least 2,000 words, consider experimenting with length on your pages to see what works. You may find that your audience is more inclined to consume more digestible content of specific pages.

2) Button text

When approaching button text, CopyHacker's Joanna Wiebe suggest that you start by putting yourself in the visitor's shoes. 

Rather than default to "Submit" or "Sign Up", Wiebe suggests that you aim to explicitly state what it is that your visitors want. 

"I want to _______"

Your button text should aim to fill in the blank. 

With that said, consider testing your current button text against this approach to see what your visitor's respond best to. 

3) Number of form fields

Visitors don't want to be tasked with a never-ending form in order to gain access to your content.

To help reduce some friction, consider experimenting with the number of required form fields you ask for. While you certainly don't want to sacrifice the quality of the lead by reducing the information down too far, often times there is an unnecessary step (or two) that can be cut out.

After all, all it took was for Neil Patel to reduce the number of contact form fields from 4 to 3 to see a 26% boost in conversions.


Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

'The Big 5': Best Business Blog Topics to Drive Traffic and Sales (+ examples)

February 5, 2024
Marcus Sheridan Marcus Sheridan

'Business is Booming — So Why Should I Invest in Marketing?' (+ Video)

February 1, 2024
John Becker John Becker

20 Value Proposition Examples that Every Marketer Can Learn From in 2024

January 18, 2024
John Becker John Becker

How to Talk About Price on Your Website (+ examples)

January 17, 2024
Chris Duprey Chris Duprey

5 Examples of Companies with Great Multi-Brand Websites

January 7, 2024
John Becker John Becker

Website Conversions in 2024 — STOP, START, KEEP

December 25, 2023
Vin Gaeta Vin Gaeta

10 Marketing Objective Examples To Guide and Focus Your Strategy

December 21, 2023
Katie Coelho Katie Coelho

4 Questions for Defining a Winning Value Proposition in 2024

December 17, 2023
John Becker John Becker

How is IMPACT Different From Other Agencies?

November 29, 2023
Marcus Sheridan Marcus Sheridan

Video Marketing: What Your 2024 Business Video Strategy Must Include

October 30, 2023
Lindsey Schmidt Lindsey Schmidt

Create Better Website Videos by Avoiding These 3 Mistakes

October 25, 2023
Lindsey Schmidt Lindsey Schmidt

4 Ways To Recession-proof Your Website In 2024

October 22, 2023
Marcus Sheridan Marcus Sheridan

Is Content Marketing Dead in 2024?

October 11, 2023
Marcus Sheridan Marcus Sheridan

How Should My Marketing Budget Change With AI?

October 9, 2023
Marcus Sheridan Marcus Sheridan

Sales vs Marketing in 2024: What’s The Difference?

October 8, 2023
Marcus Sheridan Marcus Sheridan

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

HubSpot Pricing: Your Guide to Everything HubSpot Costs

August 24, 2023
Will Smith Will Smith

Why Trust Is the True Currency for All Business

August 9, 2023
Marcus Sheridan Marcus Sheridan

10 Marketing KPIs You Should Be Tracking

August 3, 2023
Carolyn Edgecomb Carolyn Edgecomb

How To Become a Better Business Coach

July 31, 2023
Allison Riggs Allison Riggs

Do You Need a New Website? Maybe Not

July 19, 2023
Vin Gaeta Vin Gaeta

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

How To Do a Competitive Analysis In 5-and-a-half Easy Steps

June 29, 2023
John Becker John Becker

Why Hiring a Coach is the Surest Way to Spur Business Growth

June 28, 2023
Bob Ruffolo Bob Ruffolo