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HOW TO TURN STRANGERS INTO SUPPORTERS WITH CALLS TO ACTION
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performing optimally, it pays to test – everything! you can test copy, design, placement, images and the
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(the element you're testing). Version A, for example, may have a red button while Version b has a blue
button. Standard A/b testing tools will display your variations to website visitors and will then keep track
of the conversions separately for you to compare after a period of time (usually around two to four weeks,
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At the end of the testing period, you'll know which color had a higher conversion rate. If the red button
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A/b tests, you want to test one variable at a time – meaning, you don't want to test both the copy and the
color of a button – so that you know exactly which element is triggering the response you want.
