Your website should never be a guessing game. You might think that a headline will grab attention, or that a CTA button should be in a certain place—but without testing it out, you’re making an educated guess, not a data-based choice.
Enter A/B testing.
It’s one of the most powerful tools in your digital strategy arsenal: a way to make data-driven decisions about what is actually working on your site and what is slipping stealthily away from you, costing you conversions.
Here’s what’s trending in A/B testing now—and how to harness it to drive real results:
Why A/B Testing Still Wins
Despite all the trends, platforms, and algorithm updates, there remains one constant: optimizing your site in accordance with the way real people behave. And A/B testing allows you to do that very thing. Test two (or more) versions of a single page element—a headline, button color, or image, for example—and you can find out which version yields better results.
The best part? You’re not redesigning your whole site. You’re tweaking what matters, where it matters, based on actual performance.
What to Test Right Now (and Why)
If you’re just starting out or looking for high-impact tweaks, these are the elements worth A/B testing in 2025:
1. Headlines
Your headline is the first thing visitors see—and often the first thing they ignore if it doesn’t land. Test different:
- Tones (formal vs. conversational)
- Value props (benefits vs. features)
- Lengths (short punchy vs. detailed and informative)
You might be surprised how a slight shift in language can double engagement.
2. CTA Buttons
“Learn More” or “Get Started”? Orange or blue? Left-aligned or centered?
CTA buttons are the tipping point between bounce and conversion. Test:
- Copy (action-oriented vs. soft sell)
- Placement (above the fold, sticky nav, after a form)
- Size and contrast
Subtle tweaks can lead to big lifts in clicks and conversions.
3. Forms
Long forms are intimidating. Short forms fall short. Balance is achieved through A/B testing. Test:
- Number of mandatory fields
- Form format (single-column vs. multi-step)
- Button placement and label
Also: test if including the form vs. directing users to a separate page affects conversion rates.
4. Images and Visuals
Humans are faster at processing images than text—but not all images ring true. Test:
- Stock vs. custom photography
- People vs. product images
- Static imagery vs. subtle movement
Make sure the visuals support your message, and don’t undermine it.
5. Navigation & Layout
The structure of your site can make or break the experience. Test:
- Different menu labels
- Collapsing items in the secondary nav
- Shifting layout order (e.g., moving testimonials to the top)
Making things more straightforward sometimes means more click-throughs—even without changing the content.
Tips for Running Smarter A/B Tests
A/B testing isn’t all about trying stuff at random. To get significant results:
- Test one thing at a time: You can’t tell what’s changing if you change everything.
- Let the test run long enough: Let it reach enough data to be statistically significant.
- Use a clear goal: Whether its form fills, clicks, or time on page—know what success is.
- Document your results: Save what worked and what didn’t for future testing.
And most importantly: do something with what you’ve learned.
Conclusion
A/B testing is likely the simplest method to iteratively improve your site—but one of the most overlooked. Small tweaks, performed intentionally and backed by data, can lead to dramatic boosts in performance and user experience.
Here at Big Drop, we are a New York based web design agency who build sites that aren’t just gorgeous— they perform. And with a good A/B testing plan, you won’t be wondering if your site is optimized. You’ll know.
Ready to ditch the guesswork from your site? Let’s talk.