A/B Testing Basics for Small Business Websites: Think of It Like Menu Tasting

A/B Testing Basics for Small Business Websites: Think of It Like Menu Tasting

If you run a restaurant and want to add a new dish, you don’t print 5,000 menus and hope for the best. You test it. Maybe you offer two versions of a special and see which one sells out first.

That’s exactly what A/B testing basics for small business websites are about – but instead of dishes, you’re testing headlines, buttons, forms and page layouts to see what actually makes more people enquire or book.

No guessing. No arguing over opinions. Just simple, data‑driven decisions.

In this guide, we’ll walk through how A/B testing works, what you should test, and how to run simple experiments that actually move the needle for your business.

What Is A/B Testing (In Plain English)?

A/B testing is like running a mini competition between two versions of the same thing on your website.

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

You split your visitors so some see A and some see B. Then you measure which one gets more of the action you care about:

• Enquiries
• Contact form submissions
• Booking requests
• Phone call clicks
• Quote requests

Whichever version wins… becomes your new normal.

It’s like offering two specials on the board and keeping the one that sells out first.

Why A/B Testing Matters for Small Business Websites

For SMEs, every visitor matters. You’re not getting Amazon‑level traffic, so you need to squeeze as much value as possible from the people who do land on your site.

A/B testing helps you:

• Stop guessing what works and what doesn’t
• Avoid expensive redesign mistakes based purely on opinion
• Improve conversions without spending more on ads
• Learn about your customers – what they respond to and what they ignore

Even small wins add up. If you:

• Increase form submissions by 15%
• And improve quote requests by 10%

…you’ve effectively grown your business without finding a single extra visitor.

Your website becomes more like a well‑trained salesperson and less like a polite brochure.

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

You don’t need to test everything. In fact, you shouldn’t. Start with the areas closest to conversions – the bits that turn visitors into leads or bookings.

High‑impact areas to focus on

1. Headlines

   • Example A: “Plumbing Services in Leeds”
   • Example B: “Emergency Plumber in Leeds – At Your Door in 60 Minutes”

2. Call-to-action (CTA) buttons

   • Wording: “Submit” vs “Get My Free Quote”
   • Colour and size
   • Position on the page

3. Forms

   • Number of fields
   • Required vs optional fields
   • Step‑by‑step forms vs one long form

4. Service descriptions

   • Short and punchy vs more detailed
   • Bullet points vs paragraphs
   • Guarantee and reassurance wording

5. Trust elements

   • Testimonials placement
   • Logos of clients or partners
   • “As seen in” or accreditation badges

Think about the places where people currently drop off. That’s where testing can have the biggest impact.

The "Menu Tasting" Approach to Website Testing

Let’s lean into the restaurant analogy for a minute.

If you run a tasting evening, you don’t:

• Change the whole menu at once
• Serve 10 different versions of the same dish
• Judge success based on one customer’s opinion

You make small, controlled changes and watch what sells.

Apply the same idea to your website

1. Change one key thing at a time
   If you change your headline, button colour and form length all at once, you’ll have no idea which change helped (or hurt). Keep it simple: one clear difference between A and B.

2. Give it enough time
   Don’t declare a winner after a day. Aim for at least a couple of weeks, or until you’ve had a decent number of visitors through each version.

3. Judge by data, not feelings
   You might prefer the blue button. But if the green one gets 20% more enquiries, the numbers win.

Step-by-Step: How to Run a Simple A/B Test

You don’t need to be a tech wizard to get started. Here’s a straightforward process most small businesses can follow.

1. Pick a clear goal

Decide what you want more of:

• Enquiry form submissions
• Calls from your contact page
• Booking form completions
• Clicks on “Get a Quote”

This is your conversion – the action you’re trying to improve.

2. Find the bottleneck

Look at your site like a customer would:

• Is it obvious what to do next?
• Is the form long or confusing?
• Is the main message clear above the fold?

Use basic analytics (like Google Analytics or similar tools) to see:

• Which pages people visit most
• Where they leave without taking action

Start testing on a page that gets regular traffic and links directly to an enquiry or booking.

3. Choose one thing to test

Examples of simple first tests:

• Headline test on your service page

  • A: “Family Law Solicitors in Manchester”
  • B: “Need Family Law Help in Manchester? Speak to a Solicitor Today”

• Button wording test on your contact page

  • A: “Submit”
  • B: “Send My Enquiry”

• Form length test on your quote page

  • A: 10 fields
  • B: 5 essential fields

4. Create version B

Work with your web designer or use your website builder to create a second version of the page. They should:

• Keep everything the same except the element you’re testing
• Set up a tool to split traffic between A and B (there are many low‑cost or free options)

5. Run the test

Let it run until:

• You’ve had a reasonable number of visitors (your designer can advise here)
• You’ve passed at least 1–2 weeks (to smooth out daily quirks)

Don’t make other big changes to the page during the test.

6. Review the results

Compare A vs B on your chosen goal:

• Which version got more enquiries, bookings or calls?
• Is the difference clear enough to be confident in the result?

If B wins, make it your new standard. If A wins, keep it and try a different idea next time.

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

Like over‑seasoning a dish, it’s easy to overdo testing or do it badly. Here are pitfalls to watch out for.

1. Testing too many things at once

If you change the headline, layout and images all together, you can’t tell what actually made the difference. Keep each test focused on one main change.

2. Ending tests too early

If you check results after a day and call it done, you’re essentially trusting random chance. Give your tests time to gather enough data to be meaningful.

3. Ignoring mobile users

Many small business sites get more traffic on phones than desktops. Make sure both versions look and work perfectly on mobile – and check results by device type.

4. Forgetting the bigger picture

A change might increase clicks but reduce quality. For example, a big “FREE” button might get more form fills, but if they’re all tyre‑kickers, it’s not a win. Look at:

• Lead quality
• Actual bookings or sales
• Time your team spends on poor‑fit enquiries

Simple Test Ideas for Different Types of SMEs

Here are a few starting points tailored to common small business types.

Trades (plumbers, electricians, builders)

Test:

• “Call Now” vs “Request a Call Back” buttons
• Showing emergency phone number at the top vs only on the contact page
• Adding a “We can be with you in X hours” line near your CTA

Professional services (solicitors, accountants, consultants)

Test:

• “Book a Free Consultation” vs “Schedule a Call” wording
• Longer explanation of services vs short, benefit‑led bullet points
• Moving testimonials closer to your enquiry form

Hospitality (restaurants, cafés, hotels)

Test:

• “Book a Table” vs “Check Availability” buttons
• Showing social proof (Google rating, TripAdvisor badge) near the booking button
• Highlighting set menus vs à la carte on your main page

Local services (gyms, salons, clinics)

Test:

• “Start 7‑Day Free Trial” vs “Book Your First Session”
• Before/after photos near the booking section vs further down the page
• Shorter online booking process vs more detailed upfront information

When Should You Not Bother With A/B Testing?

A/B testing basics for small business websites are powerful, but they’re not magic.

It’s not worth running tests if:

• Your site gets barely any visitors (you may need to focus on traffic first)
• Your website is clearly outdated or broken (fix the big issues before fine‑tuning)
• Your tracking isn’t set up (you can’t run tests properly without measuring results)

Think of it like seasoning. If the dish is burnt, adding a pinch of salt won’t save it. Get a solid, modern website in place, then start optimising.

How Los Webos Can Help You Test Without the Tech Headache

A/B testing doesn’t have to be complicated, but it does need to be set up properly to give you trustworthy results.

At Los Webos, we:

• Build fast, conversion‑focused websites ready for testing from day one
• Help you decide what to test first based on real data, not guesswork
• Set up simple A/B tests on key pages like service, contact and booking pages
• Translate the numbers into plain‑English recommendations you can act on

If you’d like your website to behave more like a well‑trained salesperson than a static brochure, we can help you plan and run sensible tests that lead to more enquiries and bookings.

Get in touch with Los Webos and let’s turn your website into your best‑performing member of staff – one small, smart test at a time.