Your site has to remain relevant and keep on generating leads. So, if you need some A/B test ideas, this article could be just what you needed.

Companies often miss lead generating opportunities by forgetting to run a split test on their pages. This article presents 15 A/B test ideas that you should consider if you wish to attract more leads.  

1. Value Proposition

A well-articulated written value proposition that resonates with your target market will give your business an edge over its competitors. Many companies would like to think that their value proposition is good enough to compel users to become interested in the products or services on offer, but most of the companies are doing it wrong.

What is a good value proposition then? What does it look like?

A good value proposition persuades visitors into becoming interested in your products or services by giving them a summary of how the products or services will benefit them.

It’s not an easy task to come up with a value proposition that will appeal to leads and make them convert to customers. But fortunately, there is a cheat code to this, and it looks like this:

  1. Interview existing customers and past customers to understand why they chose to use your service
  2. Categorize responses into different groups
  3. Validate insights from existing customers by surveying site visitors to see which of the categories resonates with them
  4. Run A/B tests to see which of the value proposition increase your conversion rates.

2. Landing page layout

The layout is one of the many experiments you can conduct on your landing pages.

Every website has its own set of a targeted audience and there are several layout designs you could apply on your page. Some websites prefer a detailed landing page, while others go for a general landing page.  


For example, Groove conducted customer interviews and captured the words customers use. From the results obtained, customers’ were used to write the copy of the landing page and the page layout was redesigned after the copy was finalized.  The conversion rate increased from 2.3% to 4.3%

When it comes to boosting conversions, there is no right or wrong strategy and what works for other companies, in the same space as yours, may not work for you. This is why you should constantly run a test and see what really works for you.

3. Self-identification vs. no self-identification

Self-identification refers to the way you see yourself or rather the way you describe yourself. There are endless ways you could use to ask your visitors to self-identify themselves. You can ask your visitors to identify themselves by role by their job role or persona and industry or company size.  

As different as the people who visit your site, so are their self-identities. For instance, a marketing agency can serve different audiences differently —in such a case, the company may need to ask potential clients to identify themselves so that the sales team will have to personalize the offer to address the client’s existing needs.


A good example of a website that uses this self-identification tactic is Oracle (example above) — they ask potential customers to identify themselves by choosing their area of interest.

Just as in real life, people are reluctant to give their personal information, and sometimes asking strangers to self-identify themselves can just chase them away, this is why you have to split test before making any final decision.  

4. Need Identification

Need identification is a basic selling technique that involves discovering customers’ pain points, requirements and constraints. The information gathered using this technique is then used to negotiate and close a sale.

Some of the B2B company websites that offer a wide range of services or that have clients of different sizes often include a field, in their form, that asks customers to identify their needs. Most likely you have noticed a field in a form that asks you this: “What prompted you to contact us today?” or “How can we help you?”



5. Title/headline Language

It only takes less than three seconds to establish and enhance visitors’ confidence and trust in your site.

One way of doing that is by making sure that the headlines used are catchy.

A well-crafted headline informs the visitors just enough to take a certain action. Needless to say, a headline can turn a lead into a sale or it can decrease your lead conversions.  

In most cases, there are two types of headlines used in websites —the first type is placed just above the image, and the second one does not need any image. If your website is all about converting leads into customers, then you don’t get to assume the one to use, you allow A/B testing to take the lead and inform your decision.

If you know which type of headline to go with, you might as well need to test the phrasing of your headline. Viral media websites such as Upworthy test about 25 headlines per article, but you don’t have to go as far, especially if you don’t have a lot of traffic and according to this statistical calculator, every headline needs about 10 000 visitors to become statistically significant.

6. Number of Fields In the Contact Form

It’s often emphasized that the fewer the number of fields in a form, the higher the conversions. This practice was cemented in 2011 when Marketing Experiment reduced the number of fields on its signup form and the result was an increase in conversions.


But with digital marketing, nothing can ever be straightforward. Some case studies have revealed that long(ish) forms can also have a high conversion rate. A good example is Salesforce, their form has 10 custom fields and one tick box.


So, this brings us to this question: How many fields on your lead gen form is too many?

Well, it depends. When determining the number of fields on your lead generation form, you have to ask yourself these two questions:

  • What should I prioritize: lead quantity or quality?
  • What kind of information do I require to turn a lead into a customer?

When you now have the answers to these questions on your fingertips, then you design two different forms —and you run a test.  

7. Trust Signals

Trust: you cannot have high conversions without it. You cannot force it or demand it from your web visitors, but instead, you earn it. When it comes to the issue of trust in websites, trust signals can help you put your prospects at ease.

Trust signals can be in the form of guarantees, testimonials, membership trust signals and trust by association.


Since they are different types of trust signals, you have to test to see which one will prompt your leads to convert on your site. Depending on the test results, you might as well have more than one type on your site. The placement of the seal also has to be tested.

8. Social proof options

Social proof has the same effect as the trust symbol.

It’s a psychological phenomenon where we look to the opinions of others and additional “signals” to help us make decisions. It’s also a powerful persuasion tool you can use in your business to influence potential customers who are trying to make a buying decision.

9. Single vs multi-step form

Depending on the purpose of the form and the volume of information you need from your users, you can either use a single or a multi-step form.

A single-step form is a form that asks you to fill out all the required information in one go and it is usually longer by nature. This type of form is beneficial when your aim is to collect basic information such as an email address, name, last name, and website URL.


A multi-step is a long-form that is broken into multiple pieces. It can have the same number of questions as the traditional single forms, but it asks for the information in small chunks.  


When used in the right context, either single or multi-step form can help you boost the conversions of your lead gens.

For instance, Venture Harbour managed to increase their lead generation conversion rate by 300% when they began using a multi-step form, and on the other hand, there is this case study that reveals a single-step form registering 120% in overall conversions.

10. The placement of the form on your page

Once you have figured the number of fields to have and the type of form to use (single or multi-step), your next thought should be about the positioning of that form.

Believe it or not, the placement of your form can dramatically influence a person’s interest in inquiring about your products or services.

Up until the last few years, marketers have been sold to the belief that a form has to be placed above the fold. The logic behind this idea was that: above the fold content appears first to visitors, and it gets more attention from users.

But the times have changed, or rather this myth has been debunked. According to a study conducted by Clicktale, 76% of web visitors scroll all the way to the bottom regardless of the page length.

You can place your form above or below the fold and you will still boost your lead generation conversions, but the placement decision has to be backed by a test.

11. Test the images…do professional images always win?

Besides painting a pretty picture on your website, using images on a site will help attract thousands of people to your site. Studies have shown that any web pages that have images get 94% more views than pages without.

But since images come in different types, which type should you go with?

From a psychological point of view, professional photos perform better than gifs, cartoons or any other visual elements. This is because they can help build trust, capture authenticity which ultimately generates more leads.


However, this doesn’t mean that you have to rule out other types of images, this is why you must test different image variants whenever you think of adding images on your page.  

12. Copy length: Long vs. short copy

There is no consensus among marketers when it comes to copy length.

Long copy fanatics believe that more copy means more sales, while the short copy advocates say that there is no reason to write long copies because people do not want to read.

When a brand is well-known, it doesn’t need as much marketing copy as a new brand does…when people don’t know much about your brand, you’ll have to create marketing copy that is longer. The reason for that is that when people aren’t familiar with your brand, they tend to have more questions and concerns.

13. Video vs. No video

People would rather prefer watching a video than reading a text that explains the same product or service — but is it always the case?

Brookdale Living wanted to add some visual content on their website. They didn’t know if a video or a static image was going to help boost conversions.

So they created a version of the page with an image and another with a video. And they tested the two variants. The only element different on both pages was a video / image.


The result: the variant with an image outperformed the variant with the video and had an increase of 3.92% in conversions.

The truth, you never know what is going to work on your website until you test it. Sometimes even the well-researched hypothesis fails.

14. Qualifying the leads (lead quality vs. lead quantity)

Having “more leads” is great, but having “better leads” is much sweeter. The way you design your lead generation strategy will determine whether you are after quantity or quality, or both.

Lead quality can be defined as a type of a prospective customer/client who has shown interests in your services or products and has the means (finances or authority) to do so.  

A form that generates a high-quality lead goes beyond asking for a lead’s name and email address —they also have additional fields that require the job position, company name, phone number, etcetera.

You have to test different form designs to see which one generates more quality leads. But it’s wise to strike a balance between the two because for you to have quality leads, you need to begin by attracting enough leads —and thus is where lead quantity steps in.

Having more information makes it easy to quality leads and it actually lightens the job of your Sales rep as it gives them a more vivid direction of their next step.      

15. Incremental vs. Radical test  

Sometimes testing and changing one element at a time can be time-consuming. It can actually take several months to have actionable results. But if you want fast results, you can opt for a radical redesign.

A radical test is when many web elements are tested at the same time, whereas an incremental test refers to the testing of singular elements at a time.

For example, instead of testing a single image or form placement (incremental testing), you can run a radical test where you can test different fonts, images, value propositions, colors and form placements at the same time.

Let’s say you run a radical test and you notice an increase in conversions, how then will you know which element contributed the most and which elements were less effective?

Well, this you wouldn’t know, and this is why a radical test is an all or nothing tactic!


There are way more test elements and test ideas than you can possibly test. “Not enough test ideas” should never be your excuse for not testing. With constant testing, you’re constantly moving forward, even if you fail at half of them. When you don’t test, you’re stagnating and moving backward, when the rest zip by you.

The list above should give you a list of ideas to last you at least a year. Start with a simple headline test and move from there.

15 Different AB Tests That Can Boost Your Lead Generation Conversions

PS. Try to test some bold headlines. Test a few you feel really uncomfortable about. One of them might surprise you with a nice conversion uplift. Too often businesses are reluctant to test things because they think  they feel too salesy. They don’t know it, they just think it. And if they don’t test those more radical ideas, they’re going to stay in the ballpark of their previous results, never really breaking out.