One of the most effective and easiest ways for optimization that marketers are using to boost conversion rates is A/B testing. A/B testing also known as bucket testing or split testing, helps to avoid unnecessary risks by targeting the resources to maximum efficiency and effect. A/B testing for the UX Design process can help to increase the ROI that may be for a short term conversion or long-term customer loyalty.

What is A/B testing?

What is A/B testing?

It is a method of gathering insight that can help in the optimization of the design process. A/B testing involves the testing of the original design (A) against the alternate version of the design (B) to decide which was performing better. In this testing, the original design is ‘the control’ and the alternate version is “variation”.

Businesses are now trying to create value for their customers and the more value a business creates in its product, service or content, the more chance of success in the online world will be there. It is of utmost importance to measure the value of the marketing and the advertising campaign and it can be a challenge to measure the value. With the use of A/B testing, it is possible to create actionable data and not only storing and analyzing data.

A/B testing is experimenting and comparing two different variations of an offline or online campaign like the landing page, a headline, ad text, call-to-action button, etc. It can establish the credibility of UX Design architecture and can provide the necessary analysis for making the decision. When you come to know the benefits of A/B testing, you can easily overcome your fears for it.

Here in the following paragraphs, you will find the reasons how A/B testing can put you at the top 1/3rd of the marketers around:

A/B testing helps to get a better ROI out of marketing campaigns

The precious time that you spent on developing and optimizing your website is a costly investment. A/B testing can be just another way to ensure that you are getting a good return on the efforts and time that you put into developing your website. When you have effective headlines, it can help to convert the traffic to your site into paying customers easily that can ultimately bring more profit to your business.

A/B testing can be wonderful in making your want resonates with the customers in a much-unbiased way. It means that you can use the result of the analysis meaningfully to appeal to more customers and it can result in a healthier bottom line. A/B testing can make you confident to come out with winning solutions and help you overcome the fear of testing.

It helps you to gain trustworthy data

In case your company does not have an adequate measurement protocol available, it may be possible that you become scared of A/B testing. Tracking the KPI data before, during, after testing can help you to see the impact of the independent variable over a dependent variable. Even if you can track KPIs, there can still be some people scared to trust the A/B test and have doubt whether the test will get significant data to have a statistically significant conclusion.

Statistical significance in the context of A/B testing experiments shows how likely the difference between the control version and test version of the experiment is due to random choice or error. If you run a test that is having a 95% significance level, you can become 95% confident that the differences you are getting are real. In an A/B testing, the amount of data that will be necessary to get a meaningful statistical significance may vary.

If your website gets around 100 visitors per day, you may need to have data from five to ten people. Once you have clarity about the requirement of data to conduct a successful A/B testing, you should start the same. The majority of the companies are running more than two A/B tests every month and to keep pace with the competition, you should also carry out regular A/B testing.

A/B testing does not pose any risk to SEO

People are often confused and afraid of implementing A/B testing with the misconception that A/B testing hurts SEO. Google permits and encourages A/B testing and as per Google, A/B testing poses no inherent risk to the search rank of a website. The only way you can jeopardize the search ranking is by abusing the A/B testing tool for certain purposes like cloaking.

The two main areas of SEO concerns for using the A/B testing are cloaking and website load speed. The Website load speed is a metric used by Google for ranking the website where faster loading gets better ranking, and it is one of the main criteria for creating a great User Experience. In cloaking, a website reveals one way to the search engine and another way to the audience and Google tends to penalize the website that uses cloaking tactics to improve the search rankings unethically.

Both these major concerns for SEO may sound scary and you can solve it with the same solution. You can just carryout the A/B testing in increments or change one element at a time to ensure that there is no effect on website loading speed and Google does not believe that you are cloaking.

Fewer bounce rates

It is disheartening to find the visitors leaving your website without viewing the pages that you built by spending so much time and effort. In such cases, it is worth looking for optimization of your content through A/B testing. When you perform direct comparisons with A/B testing, it will help you to find a winning combination of elements that can keep the visitors to stay at your site longer and improve conversions.

There can be higher values

With the help of A/B testing, you can easily convert more visitors to buyers visiting your site. Not only this but with the improved UX Design elements you can also achieve higher values for your services as well as products. When you find a design page that is converting very well for a service or a lower-end product,  A/B testing can refine it further and can increase conversions for higher-priced services and products.


Most A/B testing will not give results overnight, but it can take you closer to optimize the conversion. All the incremental gains achieved through periodical A/B testing of your pages can count and accumulate to produce a larger result and yield a favorable response from search engines without affecting SEO.

While there are advantages of conducting businesses digitally, there are certain disadvantages too, when compared to face to face or brick and mortar shop business. In online business, you and your prospect may not be in the same area and there can be multiple time zones that separate you and your customers. However, the comforting fact is that there are certain digital solutions or techniques or design patterns that can solve the problem and help online businesses reach and influence prospects easier than ever before.

These techniques primarily revolve around the display of CTAs or call to action buttons that tell the users to click, buy, and download or sign up. CTAs are forms of design art and are a pivotal step that can turn the visitors in becoming loyal customers. It can be the gatekeeper for conversions and the design of suitable CTA can be the success for your entire brand.

The meaning of the call to action button

Call to action buttons are the buttons that you use on your landing page or website to guide your users to realize the conversions. When you make a suitable design of CTA and make it part of your landing page, you can influence the users to take action in the way you want them to take. CTAs can vary in size and style as per your goal for conversion and the style of your website.

Some common types of CTAs are Add to Cart buttons, Download buttons, and free trial sign-up buttons. Call to action buttons has a specific goal to get the visitors to a website to take action and to complete conversion. Here you can find different categories of CTA buttons that can help you to have a better understanding of the types and role of CTAs.

Types of call to actions

Types of call to actions


Guide can be the first step in making the call to action button useful to the visitors. A website may be easier for the users who are using it for a long time, but for a beginner, the steps in exploring the website properly may not be easier, which can lead to the abandonment of the website. Good call to action can guide the users and act as signposts and ensure that there is a proper flow of traffic.

With the proper and attention-grabbing design, the call to action buttons can become more noticeable and can help people to find their way. Effective CTAs can be naturally guiding the users and can increase the user to stay on a website for a longer time with the improved user experience.

Online action

The example of online action CTAs are ‘complete purchase’, ‘add to cart’, ‘submit form’, etc. It calls for the demonstration of the excellent skill of a UX Designer, to make effective online action CTAs that can help the users to easily navigate through the site. CTA can be strategic to elicit onsite action and requires a bit more design touch.

Online action call to action buttons can be the bread and butter of the e-commerce websites, and it can aid the sales process easily by adding the products in the carts. It can further help in shifting the products to the checkout and can help to complete the whole purchase cycle. Apart from an e-commerce site, online CTAs can also support the e-book downloads and white paper or can usher the visitors to the tactical pages.


Email signups are the most common type of call to action that you can see these days, and it is very valuable in the digital landscape of today. It may be easy to get an email address, but it requires some finesse to separate the person for the contact information.

Social media sharing

Users are open to suggestions and CTAs can gently remind the users to share content in their social media. Call to action can target those users that enjoy sharing the content and reminders can be helpful for this.


Comments, likes, reviews, etc can elicit good engagement and like social media sharing, it can be excellent to slip in the user mind. The mere presence of call to action can help to spark more engagements and a proper design for this can be very helpful.

Why call to action buttons are important?

Why call to action buttons are important?

Call to action can open the chance to motivate the audience to become a customer or client by taking proper steps. It can become a very important part of your ad campaign or website and skipping CTAs can be a grave mistake for the success of your business.

CTAs can motivate the sales-funnel

The sales funnel and the call to action go hand in hand and CTA serves as a transition between the different phases of the buyer’s journey. If you need that the users visit your blog or give their contact information or subscribe to the email list or download an e-book, a well-placed call to action button can do wonders. CTAs can create a better User Experience and can answer the buyer’s queries with an eye-catching, beautifully colored button and guide them easily to the next phase to take the decision.

Customers want CTAs

CTAs are not only important for the business, but the customers also expect it. People normally want to find the CTAs at the end of the page to go to the next step and if you omit the CTA, it can confuse the readers.

CTAs boost digital advertising success

CTAs can be very important for PPC advertising and adding a CTA to the PPC campaign can help you to convey easily the intent of the campaign. It is the missing puzzle piece that can emphasize the power of the ad copy. When you make the CTA the focal point of your ad creative, you can draw more customers and can have more realizations.

How you should design CTAs?

How you should design CTAs?

You can find below a few advanced design techniques that can optimize conversions:


Make the CTAs look like real buttons and users should feel it clickable at first glance. Rectangular, elongated shapes having round corners can look like buttons though it can vary depending on the style and the theme of the site. The use of 3D feel or shadow, which was popular earlier, is no longer popular in style and there is more preference to flat design.

The use of contrasting colors to the background can be a very good way to make the call to action button prominent and noticed. You should also choose the proper color for the text within the CTA and need to sync the button background, site background, and button text. Also, play with the size as people notice the objects with a bigger size faster than the objects with a smaller size.


Sentiment behind the buttons can be more important than the design of the buttons and for this reason, the wording around and in the button can have high importance. You need to express the value propositions clearly that will give the visitors a reason to click the CTAs. The attraction can be more with offers like if the visitors click the call to action, they will get a free download, etc.

Relation to the entire design

Apart from making the call to action clear and bold, it should fit with the rest of the screen properly If you want to get the best attention, there should be a lot of negative space around the CTAs. It can be better if you mute other buttons and options and should design other buttons less flashy compared to CTAs.


The right call to action in the right position and the right design can help to increase your sales easily. It can be very important to influence the customers to make decisions when you design the CTAs properly.