We all know that testing your email headlines, website layouts and creative concepts is the best way to improve the results of your marketing campaigns. But we also know that A/B split testing can be a pain. So, we took a look at the Which Test Won? website and found new research that reveals 5 ways you can improve the conversion rates on your campaigns.

Here they are:

1. Add a Video: The infamous music downloading company, Napster, tested 2 landing pages, one that featured a “What You Get With Your Subscription” video and one without. The page featuring the video got 18.5% more free trials and paid subscriptions.
2. 

   Grow your conversion rates with these simple tweaks.

   Use a British Accent: Now that we’ve established you should have a video, you should take into account the test done by Eyevision, a video marketing company which found that using a British accent voiceover on a video on the homepage resulted in a 6% lift in free downloads.  Interestingly though, in the UK an American accent upped downloads 8%.

3. Use Fewer Words in Headlines: A test done for World Class Driving confirms that when it comes to Pay-Per-Click headlines, less is more. By cutting the verbage down from the explanatory title “Drive 5 Supercars. The US Supercar Tour” to “Life is Short. Drive Fast” they increased conversions 34%!
4. Include A FAQ Box in Checkout: Van der Valk Hotels & Restaurants wanted to increase the conversion rate amongst customers who visited their reservations page. The hotel group surmised that one of the reasons people would abandon the site at an advanced point in the process was due to incomplete information and unanswered questions. So they looked at the questions that were received most by their customer service lines and put the answers up to the right of the reservations page in a FAQ box. The results were a 9.2% higher conversion rate for the page that featured the FAQs.
5. Use People-Focused Language: In a test done for Hubspot in which they were hoping to increase free trials, the company tested a page which asked the visitor what their goals were: “Use Web to Grow My Business” or “Deliver More Quality Leads for Less” against a page where they asked who the visitor was: “I’m a Business Owner” or “I’m a Marketer.” The page that focused on the visitor’s role, as opposed to their goal, won out and increased free trials 49.1% for the site.

Though the results of these tests cannot be universally applied to all businesses, the outcomes can provide insights into the way consumers think when presented with marketing materials. And if nothing else, taking the quizzes on which version won is a good (and slightly nerdy) way to kill an afternoon.

Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.