A/B Testing Basics for Small Business Websites (Like Taste-Testing Your Menu)

A/B Testing for Small Business Websites (Like Taste-Testing Your Menu)

If you run a café, you wouldn’t print 5,000 menus with a new dish without letting a few regulars try it first. You’d taste-test, get feedback, tweak, then roll it out.

That’s exactly what A/B testing for small business websites is: taste-testing your website before you go all‑in on changes.

Instead of guessing which headline, button or layout will get more enquiries and bookings, you run a simple experiment and let your customers decide with their clicks.

In this guide, we’ll break down A/B testing in plain English and show you how to use it to squeeze more value out of the website you already have.

What Is A/B Testing (Without the Jargon)?

A/B testing is simply comparing two versions of something on your website to see which one works better.

• Version A – your current version (the “control”)
• Version B – a slightly different version (the “test”)

You then show each version to different visitors and see which one:

• Gets more people to fill in your contact form
• Books more appointments
• Gets more quote requests
• Generates more phone calls or email clicks

Think of it as putting out two specials boards outside your shop on different days and seeing which one pulls more people through the door.

Why A/B Testing Matters for Small Businesses

Most small business websites are built once… then left alone for years.

The problem? Your customers, competitors and market don’t stand still.

A/B testing for small business websites helps you:

• Stop guessing what will work
• Make small, low-risk tweaks instead of expensive redesigns
• Improve conversions (enquiries, bookings, calls) without buying more traffic
• Learn what your customers actually respond to – wording, layout, offers

If your website is your 24/7 salesperson, A/B testing is like sales training – you’re helping it find the words and approach that close more deals.

The Restaurant Menu Analogy: How A/B Testing Really Works

Imagine you run a restaurant:

• Menu A: “Steak & Chips – £18.95”
• Menu B: “28-Day Aged Sirloin Steak with Hand-Cut Chips – £18.95”

You show Menu A to half your customers, Menu B to the other half for a week.

• If Menu B sells more steaks, you keep that wording.
• If Menu A performs better, you stick with the simple version.

You didn’t change your kitchen, staff, or marketing budget – just how you present the dish.

A/B testing your website is the same:

• Same services
• Same prices
• Same visitors

But you tweak how you present things to get more people to take action.

What Can You A/B Test on a Small Business Website?

You don’t need to run complicated experiments. Start with simple changes that are close to your main goals.

1. Headlines

Your headline is the first thing people read.

• Version A: “Plumbing Services in Manchester”
• Version B: “Reliable Emergency Plumbers in Manchester – With You in 60 Minutes”

Measure: Which one gets more calls or form submissions?

2. Call-to-Action (CTA) Buttons

Small changes to buttons can make a big difference.

• Colour (blue vs orange)
• Wording (“Submit” vs “Get My Free Quote”)
• Position (top of page vs after key information)

Measure: Which version gets more clicks and completed forms?

3. Forms

People hate long forms. Test:

• 8 fields vs 4 fields
• Required phone number vs optional
• One-page form vs step-by-step form

Measure: Which version gets more completed forms, not just clicks.

4. Booking Process

If you take bookings, test:

• “Book Online” vs “Check Availability”
• Showing prices upfront vs “Request a Quote”
• Asking for payment now vs pay later

Measure: Which version leads to more confirmed bookings?

5. Trust Elements

People need to feel safe before they contact you. Test:

• With vs without testimonials on the page
• Adding logos of associations or review platforms
• Adding a short “Why choose us?” section near the form

Measure: Does the version with more trust signals get more enquiries?

Simple A/B Testing Tools (Even If You’re Not Techy)

You don’t need to be a developer to run basic A/B tests.

Option 1: Built-in Page Builders (Quick & Easy)

If your site is on WordPress with a modern page builder (Elementor, Divi, etc.), you can often:

• Duplicate a page (Version B)
• Change one thing (e.g. headline)
• Split traffic between the two using a simple A/B testing plugin

Option 2: Google Optimise Alternatives

Google Optimize has been retired, but there are still easy tools designed for non-techy users, such as:

• Visual website optimisers (drag-and-drop interfaces)
• Form builders with built-in A/B testing

A good web agency (like Los Webos) can set this up once, then you can run simple tests yourself.

Option 3: The Low-Tech “Before & After” Test

If proper tools feel too much right now, you can still test in a basic way:

1. Record your baseline for 2–4 weeks
   • Number of enquiries/bookings
   • Conversion rate (enquiries ÷ visitors)
2. Change just one thing (e.g. button text)
3. Measure again for another 2–4 weeks
4. Compare: Did your enquiries go up, down, or stay the same?

It’s not perfect science, but it’s far better than guessing.

How Long Should You Run an A/B Test?

Think of it like collecting customer feedback – you need enough responses to be confident.

A few guidelines:

• Run the test for at least 2 weeks to cover weekdays and weekends
• Aim for at least 100–200 visitors per version as a rough minimum
• Avoid testing during unusual periods (big holidays, one-off campaigns)

If you don’t get much traffic yet, that’s fine – just run tests for longer and focus on big, obvious changes, not tiny tweaks.

Common A/B Testing Mistakes (And How to Avoid Them)

1. Testing Too Many Things at Once

If you change the headline, button colour and images all at the same time, you won’t know what actually made the difference.

Fix: Change one main thing per test.

2. Stopping the Test Too Early

If Version B gets more enquiries in the first two days, it’s tempting to call it a winner.

Fix: Always run the test for at least 2 weeks, even if one version is ahead early on.

3. Ignoring the Numbers

“I prefer the blue button” is not a strategy.

Fix: Let the data decide. If the green button gets 30% more enquiries, that’s your winner – even if you personally hate green.

4. Chasing Vanity Metrics

More clicks on a button are nice, but what matters is enquiries and bookings.

Fix: Always measure the metric that actually affects your business – form completions, calls, bookings.

A Simple 5-Step A/B Testing Plan for Your Business

Here’s a straightforward plan you can use, even if you’re not technical.

Step 1: Pick One Page and One Goal

Choose a page that actually matters to your business, like:

• Contact page
• Booking page
• Service page with a quote form

Then choose one clear goal:

• More enquiries
• More bookings
• More quote requests

Step 2: Identify One Thing to Change

Don’t redesign the whole page. Start with something simple:

• The main headline
• The button text
• The number of form fields
• Adding testimonials near the form

Step 3: Create Version B

Make a copy of the page and change just that one element.

Examples:

• Headline A: “Accountants in Leeds”

• Headline B: “Friendly Leeds Accountants Helping SMEs Save Time & Tax”

• Button A: “Submit”

• Button B: “Get My Free Consultation”

Step 4: Split Your Traffic

Use an A/B testing tool or plugin so:

• 50% of visitors see Version A
• 50% see Version B

If you’re doing the low-tech version, run Version A for 3 weeks, then Version B for 3 weeks and compare.

Step 5: Pick the Winner and Repeat

At the end of the test:

• Keep the version that generated more enquiries/bookings
• Plan your next test on the same page or another key page

Conversion optimisation isn’t a one-off job – it’s more like regular menu tweaks than a full rebrand. Small, steady improvements add up.

Realistic Expectations: What Kind of Results Can You Get?

You’re not trying to double your business overnight. But consistent A/B testing for small business websites can:

• Turn 5 enquiries a week into 7–8
• Turn 10 bookings a month into 13–15
• Turn a 2% conversion rate into 3–4% over time

That might not sound dramatic, but across a year, that’s dozens or hundreds of extra leads – without spending more on ads or SEO.

When to Bring in a Web Agency to Help

You can absolutely start with simple A/B tests yourself.

But it’s worth getting expert help when:

• You’ve tried a few tests and results are flat
• You’re not sure what to test next
• Your booking or enquiry process feels clunky but you can’t see why
• You want tracking and testing set up properly so the numbers are reliable

A good agency will:

• Help you pick high-impact tests instead of random tweaks
• Set up proper tracking (so you’re not guessing)
• Improve your overall user experience, not just individual buttons

Want Your Website to Perform Like Your Best Salesperson?

If your website feels more like a dusty brochure than a busy front desk, A/B testing is one of the simplest ways to turn things around.

At Los Webos, we specialise in building and improving high-converting websites for UK SMEs. We can:

• Review your existing site and spot quick-win tests
• Set up tracking so you know what’s working
• Design and run A/B tests that actually move the needle on enquiries and bookings

If you’d like your website to work as hard as you do, get in touch with Los Webos and let’s start turning your visitors into customers – one smart test at a time.