Easily A/B test your website’s Call-to-Action

August 2, 2013  |  Apps, Tutorials

Live A/B testing is arguably the most scientific strategy you can use for conversion rate optimization.  Nothing better than identifying what really sells more than your actual users in the real environment. And probably the call-to-action (CTA) button – “Sign-Up“, “Buy Now” or “Learn More” – is one of the most important elements to test.  Some websites earned millions with a simple button change:

Obama Logo

$60 million dollars on a 18.6% increase in conversion rate source

original call-to-action:


winning variation:


Unbounce Logo

90% increase in conversion source

original call-to-action:


winning variation:


Stubhub Logo

millions of dollars in extra revenue source

original call-to-action:


winning variation:


How about optimizing your website’s call-to-action right now?


There’s an app for that

We created the Button Optimizer app on SiteApps to allow any website to instantly test & optimize their call-to-action without any technical knowledge (and for free!).  With three simple steps, you can increase your website’s conversion right now:

  1. Install SiteApps on your website (it’s free)
  2. Create a Content Experiment in Google Analytics
  3. Add the Button Optimizer app

Then you can see this sexy report in Google Analytics and see how a small change can really impact your bottom line:

GA Content Experiments results


Eating our own dog food

Testing the siteapps.com homepage button in under 3 minutes

Step by step process

Creating your experiment in Google Analytics

(based on Google Developers article Content Experiments Without Redirects)

  1. Sign-in to the Google Analytics web interface and select the profile in which you want to create the experiment.
  2. Click the Reporting tab
  3. Expand Content section, then click Experiments.
  4. If this is your first experiment, click START EXPERIMENTING.  If you have already created other experiments, click Create experiment above the list of current experiments.
  5. Choose an experiment objective:  Select or create a goal as the experiment objective.  For details on using goals see Set up and edit Goals (Help Center). Once you’ve chosen an experiment objective, click Next Step to continue.
  6. Configure your experiment:  For this example scenario, variations will be shown to the visitor by modifying the page using JavaScript and not by redirecting them to a different variation page. A name and URL is required for each variation but you can use any value you want for the URL of the variation since it is not applicable for this type of implementation.  You can select from one to four variations. Do make sure that in the Name for the page field for each variation, you do input the selected text you will use in the button. Once you’ve configured the experiment, click Next Step to continue.
    • Note: Because URLs are not applicable to this implementation but are required to configure an experiment you can ignore any errors or notifications such as “We could not find the URL you entered”.
  7. Setting up your experiment code: Since we’ll be modifying the page and showing variations using JavaScript, the experiment code provided by the web interface will not be used. Instead, get the Experiment ID which will be used in the next step to Implement the Experiment. You can find the experiment ID by clicking on the Manually insert the code button.  Once you have the Experiment ID, click Next Step to continue.
    • Note: The Experiment ID is the only information needed to continue and implement the experiment. The JavaScript snippet is not used.
  8. Review and start: Click Start Experiment or alternatively you can start the experiment after you’ve completed the implementation of the variations. If you receive a validation error, click Yes to ignore and continue.
    • Note: Since the original page is being modified in place to show variations, the URLs you provided when configuring the experiment are not used and are not applicable for this implementation. Therefore Experiment Code Validation is also not applicable in this case and any errors regarding validation can safely be ignored.

For additional details and instructions on configuring an experiment see Run an Experiment (Help Center).


Installing the Button Optimizer app

  1. Create your account or sign-in to the SiteApp web interface.
    • Note: Do make sure you have installed the SiteApps A/B testing tag installed on your site. This option is available in the tags area, after clicking the Click here for advanced tag configuration link
  2. Visit the Button Optimizer app and click Install app
  3. Insert the experiment ID you got from Google Analytics in the Experiment ID field.
  4. In the Buttton to Optimize field, click the select website element button, this will open a new window with your site, and simply click the button you want to optimize. You can manually input a jQuery selector for the button, if you prefer.
  5. Your experiment may have one to four variations. Input the text for each variation (do make sure the values for each variation are the same as the ones configured in the Google Analytics experiment). If you are using less than four variations, simply leave the extra variation fields empty.
    SiteApps config
  6. For the Google Analytics Tracking Method field simply select the tag version you are using on your site.
  7. If you want to run the test only on a certain page on your site, tn the Where configuration section of the app, configure the site sections you will be running the experiment.
  8. Click the apply button on the bottom of the screen to go live.

Happy testing!

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