Website elements that need to be AB tested

Website elements you need to A/B test

Knowing how to do A/B tests on website pages starts with picking the right elements. Here are the 10 areas where website optimization testing delivers the biggest results.

1. Hero section

Your hero section is the first thing visitors see on your website, making it critical for grabbing attention. This is often the first place to start when you run A/B tests for website pages. Testing this area helps you understand what resonates with users, encourages them to stay, and sets the tone for their journey on your site. Even small changes here can have a big impact on engagement and conversions.

What to test:

• The main image or video can be product-focused vs. lifestyle-focused.

• Headline and tagline copies.

• Background colors or overlays

• Placement of key buttons or CTAs

2. Headlines and titles

Headlines and titles are often the first thing visitors read, and they set the context for the page. Testing these helps you understand what phrasing, tone, or style captures attention and encourages users to keep reading. A strong headline can significantly improve engagement and conversions, while a weak one can make visitors leave immediately.

What to test:

• Wording and phrasing, whether it needs to be curiosity-driven or benefit-driven.

• Length and clarity of the lines, if they need to be clear, short, and more.

• The test of tone, like formal, casual, playful, or urgent.

• Placement and alignment of the headlines and titles on the website page.

• The need for subheadings.

3. Call to action (CTA)

The CTA is where your visitors take action. It can be anything like signing up, making a purchase, or downloading a resource. Website optimization testing on CTAs helps you understand what drives clicks and conversions, ensuring your website actually delivers results instead of just looking good.

What to test:

• Button color and size to make it stand out.

• Shape of the placement button.

• Placement of the CTA button.

• Choice of words, number of words, and urgency.

4. Navigational menus

Your navigation menu guides visitors through your site, helping them find what they need quickly. Let’s think you have two best options on your website. You can take the opinion of a small segment of the audience to see what works for them. Testing menus helps you understand which structure or layout makes it easier for users to explore and engage with your content.

What to test:

• Menu flow and the names on the menu.

• Menu order and hierarchy.

• Testing different types of scrolling options.

• Mobile menu design and functionality.

5. Landing pages

Landing pages are often where visitors convert into leads or customers, so testing them is crucial to maximize results. Any website A/B testing guide will tell you that landing pages deserve the most attention. Even small tweaks can make a measurable difference in sign-ups, purchases, or inquiries. Over time, continuous testing lets you optimize every element so the landing page performs at its highest potential.

What to test:

• Headlines and subheadings that immediately capture attention.

• Hero images or videos that communicate value or benefits.

• Call-to-action buttons, including text, color, size, and placement.

• Form fields, length, and layout to reduce friction and improve completion.

• Overall page layout, structure, and content hierarchy for better engagement.

6. Pop-ups and banners

Pop-ups and banners are powerful tools to grab attention and guide visitors. A poorly timed pop-up or one with a particular approach might drive visitors away, while a well-tested one can boost conversions, collect leads, and highlight offers effectively. Testing them helps you understand which messages, designs, or placements actually engage users without annoying them. Testing ensures that you strike the right balance between visibility and user experience.

What to test:

• Timing and triggers, including when and how they appear to users.

• Messaging and headlines for clarity, value, and tone.

• Design and visuals such as color, size, layout, and imagery.

• Placement on the page, like top banner, sidebar, exit-intent, or center overlay.

• Call-to-action buttons, including text, placement, and prominence.

7. Forms

Forms are where visitors convert into leads or customers. If you want to know how to do A/B tests on website forms, start with what makes visitors hesitate. Small tweaks like changing field order, shortening the number of fields, or rewording labels can dramatically increase submissions. Even the placement of a form on a page can affect whether users fill it out or scroll past. Regular testing ensures forms are intuitive, user-friendly, and aligned with your audience’s behavior.

What to test:

• Number and type of fields to reduce friction and improve completion rates.

• Wording of field labels and placeholder text to make instructions clear.

• Layout and structure, including single-column vs multi-column formats.

• Design of the submit button, including text, color, size, and microcopy that motivates action.

• Error handling and validation messages ensure a smooth and frustration-free process.

• Placement of the form on the page for optimal visibility.

8. Pricing

Pricing is often the final hurdle before conversion. Testing your pricing presentation helps you understand what format, wording, or layout encourages users to make a commitment. A/B testing your pricing presentation helps you see which layout, wording, or emphasis encourages users to take action. Testing ensures your plans are clear, easy to compare, and compelling, which reduces hesitation and increases conversions.

What to test:

• Layout of pricing plans, such as columns or comparison tables.

• Wording of plan names, descriptions, and features.

• Placement of price points on the page.

• Highlighting discounts or promotions for visibility.

9. Reviews and social proof

Reviews and social proof are one of the most powerful parts you show and build trust and credibility on your website. Visitors are more likely to engage when they see that others have had positive experiences. Testing the pages, content, and visuals of these pages helps you understand which testimonials, reviews, or logos are most persuasive and where they have the biggest impact. It can also reveal whether video testimonials outperform written ones or if star ratings drive more conversions than text alone.

What to test:

• Placement of testimonials or reviews on the page to catch attention without overwhelming content.

• Format of reviews, such as text snippets, detailed stories, or short videos.

• Highlighting client logos, awards, or certifications to establish authority.

• Selection and order of testimonials to emphasize key benefits or features.

• Testing the number of reviews displayed to avoid clutter while maintaining credibility.

• Gated content for the case studies to capture leads or free content that can encourage more page visits.

10. Website content and design

Your overall content and design create the first impression and guide visitors through your site. Website optimization testing on layout, structure, and visual style shows you what keeps users engaged and encourages conversions. The structure of the page, the design, along with content come together and make it easier for visitors to find information and take action.

• What to test:

• Same template and layout style or experimentation with various templates.

• Visual hierarchy of headings, images, and sections to guide attention.

• Typography, fonts, and readability for a better user experience.

• Use of colors, icons, and imagery to highlight key messages.

• Balance between text, visuals, and white space for clarity and engagement.

Run A/B tests for website with WEMASY’s testing tool

Ready to see what really works on your website? WEMASY’s A/B Testing tool lets you test headlines, buttons, images, forms, and more, all in one place. You can track results in real time, compare variations, and make data-driven decisions that boost engagement and conversions. No coding required, no guesswork. Just insights that help you optimize your website efficiently and effectively. Start using WEMASY today and turn every test into a better strategy.

For more on improving your website performance, read our blog on website performance metrics you need to track. You can also check out how to make your design work for your goals. To understand how testing fits into your broader strategy, read our guide on the importance of A/B testing.

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