What Are Examples of Creative A/B Testing Experiments?
Delving into the art of A/B testing in web development, we reached out to marketing professionals to uncover innovative experiments that led to unexpected outcomes. From a stats-driven 'Contact Us' form to the surprising effectiveness of rustic imagery, here are the top five insights, including those from a Digital Marketing Manager and a Senior Editor, on creative A/B testing strategies that really paid off.
- Use a Stats-Driven 'Contact Us' Form
- Boost Conversions with Customer Reviews
- Decrease Errors by Gamifying Forms
- Keep Track of Disruptive Changes
- Tap Into Your Audience’s Preferences
Use a Stats-Driven 'Contact Us' Form
We conducted a compelling A/B test on our 'Contact Us' form, comparing data with statistics against a list of top brands. The results were clear: the statistics variant emerged as the winner, generating nearly 40% more leads compared to the alternative. These small changes can generate fruitful results.
Boost Conversions with Customer Reviews
One creative A/B testing experiment I conducted involved positioning customer reviews on a product page for an online clothing store. We hypothesized that prominently placing customer reviews at the top of the page, rather than the traditional location at the bottom, would increase conversion rates. To our surprise, the variant with reviews at the top drastically outperformed the control in terms of both conversion rate and time spent on the page.
This experiment taught me the importance of challenging conventional wisdom and testing assumptions. It also highlighted the value of social proof in the purchasing decision process. The prominent placement of reviews likely provided immediate reassurance to potential buyers, leading to increased confidence in their purchase decisions.
This insight has since influenced our approach to website design and content placement. We now emphasize the need to prioritize elements that enhance the customer's trust and decision-making process more than ever before.
Decrease Errors by Gamifying Forms
In an A/B testing experiment designed to optimize a client's visitor management solution, we compared a traditional form-oriented sign-in process against a game-like registration featuring trivia about the client’s eco-friendly initiatives.
To our surprise, the gamified approach not only decreased perceived wait times but also decreased error rates by almost 15%. This result underscored how infusing interactive, brand-relevant content during routine processes can significantly shift visitor perceptions and experiences.
Keep Track of Disruptive Changes
To better understand creative asset utilization in the industry, we recently surveyed 206 marketing experts across the US from February 8, 2024, to February 22, 2024. We took this data and analyzed it to identify key trends around what disruptive changes are happening in the industry.
Why is this interesting? Google recently revealed that video has no direct impact on SEO. Despite these new findings, many marketers are finding real value in leveraging creative assets, including increased engagement, brand recognition, improved customer experience, and more.
Here are some of the top stats we uncovered.
- 74.3% of respondents revealed a boost in search engine results page (SERP) rankings for content featuring creative assets.
- 66.5% of marketers determined that video was the most valuable type of creative content asset. This is up from 43% reported last year.
- 72.3% stated that short-form videos get the best ROI for online advertising campaigns.
- Customer testimonials and product or service demos are a top creative asset focus for marketers this year.
Tap Into Your Audience’s Preferences
One of the most surprising A/B testing experiments we conducted was about the imagery we used in our email marketing campaigns. We were debating between using sleek, modern images of our meat products versus more rustic, traditional imagery. Initially, we assumed the modern look would resonate better with our audience because it's more in line with current design trends. However, when we tested both versions, we found that the rustic imagery actually had a significantly higher click-through rate.
It was quite unexpected because we thought our audience, which tends to be more urban and tech-savvy, would prefer the modern aesthetic. But as it turned out, the rustic imagery seemed to evoke a sense of authenticity and tradition that really resonated with them. It was a great reminder that sometimes, going against the grain can lead to some really interesting insights.
