User surveys – Ask users what features of your product they like. Ask them what their biggest concerns are. Address these concerns in your messaging.
Best Ads – Your best performing ads have value props, text, and images that can be used for AB testing.
Competitor Websites – Identify successful competitors in your space and study their pages for inspiration. Is their content structured differently? Do they speak to visitors differently? Consider testing their style.
On-site behavior – Use a visitor recording tool like Hotjar or FullStory to find patterns in visitor engagement: What are they clicking on? What are they ignoring? What does this mean about the type of content that’s engaging them? Try giving them more of that.
Past AB Successes and Failures — At the end of this page, I’ll cover how to record your AB successes and failures to revisit them for future experiments.
Testing the Growth Funnel
If you find that one variation motivates visitors to click a canada mobile database button 10 times more, but button clicks don’t actually lead to more signups or purchases, then your variation isn’t better than the original. All it did was get people to click a button.
For each AB test, focus on the incentive: What is the meaningful funnel metric you are trying to increase? Typically, it's email capture, signups, purchases, and retention.
Of these, you run AB tests more frequently for two reasons:
Larger Samples – Since users fall through each step of the funnel, the earlier steps have a larger sample size. Sample size is important because you need enough to complete the test. Otherwise, the test will take weeks to finish and will prevent other tests from running.