What you test is up to you, but we recommend starting with a few basic lynchpins of your webpage. 

Calls-to-Action: Even with the single element of a call-to-action, there are a number of different things you can test. Just make sure you're clear on what aspect of the CTA you're testing. You could test the text -- what the CTA compels the viewer to do; the location -- where the CTA is positioned on the page; the shape and style -- what the CTA looks like. In the example below, for INSTANCE, HubSpot tested the shape and style of our demo CTA to see which performed better. The CTA shaped like a button (on the right) rather than the CTA that included a sprocket image (left) performed signficantly better, giving us a 13% increase in conversions.

Headline: It's typically the first thing a viewer reads on your site, so the potential for impact is significant. Try out different styles of headlines on your A/B tests. Make sure that the difference between each headline's positioning is clear rather than some simple wordsmithing so you can be CERTAIN as to what caused the change.

Images: What's more effective, an image of a person using your product, or the product on its own? Test different versions of your pages with alternate supporting images to see if there's a difference in action.

Copy length: Does shortening the text on your page result in a clearer message, or do you need the extra text to explain your offer? Trying out different versions of your body text can help you determine what amount of explanation a reader needs before converting. To make this test WORK, try to keep the text similar and just test the VOLUME of it.

What you test is up to you, but we recommend starting with a few basic lynchpins of your webpage. 

Calls-to-Action: Even with the single element of a call-to-action, there are a number of different things you can test. Just make sure you're clear on what aspect of the CTA you're testing. You could test the text -- what the CTA compels the viewer to do; the location -- where the CTA is positioned on the page; the shape and style -- what the CTA looks like. In the example below, for instance, HubSpot tested the shape and style of our demo CTA to see which performed better. The CTA shaped like a button (on the right) rather than the CTA that included a sprocket image (left) performed signficantly better, giving us a 13% increase in conversions.

Headline: It's typically the first thing a viewer reads on your site, so the potential for impact is significant. Try out different styles of headlines on your A/B tests. Make sure that the difference between each headline's positioning is clear rather than some simple wordsmithing so you can be certain as to what caused the change.

Images: What's more effective, an image of a person using your product, or the product on its own? Test different versions of your pages with alternate supporting images to see if there's a difference in action.

Copy length: Does shortening the text on your page result in a clearer message, or do you need the extra text to explain your offer? Trying out different versions of your body text can help you determine what amount of explanation a reader needs before converting. To make this test work, try to keep the text similar and just test the volume of it.