When it comes to lead generation through your website, time is of the essence. Every potential lead that isn’t correctly funneled through the process could be a lost conversion that may have blossomed into a long-term partnership. When you need to be able to quickly identify ways to improve, there’s no better way to do that than with A/B testing.
A/B testing is uniquely suited to improve lead generation on your website. Its iterative nature allows you to implement changes and track their effects in detail. Almost your entire website experience can be subjected to A/B testing, including calls to action, pricing information, layout and design choices, and so on. Basically, if you have a choice as to how it appears on your website, you can A/B test the various options.
Perhaps the greatest benefit of A/B testing is that the results are unambiguous. Changes can be implemented immediately, without the need for strategic planning sessions and projections. When you suspect something isn’t working as well as it should be, run a test with a different option. You’ll find out if your suspicions were correct, and you can implement a better solution immediately.