Synetix SystemsA/B testing shows two versions of a page to two random groups of visitors at the same time. You count which version gets more of one action, such as a call or a form, and keep the winner. It replaces opinion with a count.
How a test works
- Pick one goal. For a law or accounting firm, this is usually a consultation request, a booking or a phone call.
- Make one change. For example, a new headline, a shorter form or a different offer above the fold.
- Split the traffic. Each visitor sees version A or version B at random, and sees the same version on each return.
- Wait for enough visitors. The test needs a sample size that you decide before it starts. See how much traffic an A/B test needs.
- Keep the winner. Then test the next change against it.
The random split is the important part. If you change the page in June and compare it to May, you also compare June to May. Seasons, ad spend and news all change between months. A test that runs both versions at the same time removes those differences.
What a small business can test
Small sites do not have the traffic to detect small differences. So test changes that can move the result a lot:
| Good first tests | Poor first tests |
|---|---|
| The headline and the first screen | Button color |
| The offer: free consultation, flat-fee quote, same-day callback | Font size |
| Form length: three fields against eight | A synonym in the body text |
| Where the phone number and booking link sit | The footer |
What it does not do
- It does not bring in traffic. It gets more from the traffic you have.
- It does not tell you why a version won. It tells you that it won.
- It can mislead you if you stop the test early, change the goal halfway, or count spam form fills as conversions.
Professional firms have one extra rule. A test version must follow the same rules as the rest of the site. For a law firm, that means the state bar rules on advertising apply to every headline you test.
Doing it without a developer
Testing tools exist, but someone still has to write the versions, set up the goal, check the sample size and remove the loser. Synetix SmartSite is a custom website that does that work for you and keeps the version that brings in more of the action you picked.