A/B testing for small business websites: learn from a market stall
If "A/B testing" sounds like something only big tech companies do, think of it this way: it’s just trying two versions of something and seeing which one works better.
If you’ve ever run a market stall and moved products around to see what sells more, you’ve already done A/B testing – just without the fancy name.
In this guide, we’ll break down A/B testing for small business websites using the simple idea of running a market stall. No jargon, no complicated tools – just practical steps to help you turn more visitors into enquiries and bookings.
What is A/B testing (in plain English)?
Imagine you run a stall at a local market.
- On Saturday, you put your best-selling product at the front
- On Sunday, you keep everything the same except you move that product to eye level with a big sign
At the end of the weekend, you compare:
- Which day sold more of that product?
- Did the new sign help?
That’s A/B testing.
On your website, it’s the same idea:
- Version A: your current page (the “control”)
- Version B: the same page with one thing changed (the “variation”)
You then see which version gets you more:
- Enquiries
- Calls
- Booking form completions
- Quote requests
That’s conversion optimisation in action – turning more of your existing visitors into customers.
Why A/B testing matters for small businesses
Most small businesses think they need more traffic.
Often, you don’t.
You might just need your current visitors to:
- Notice your call-to-action
- Understand what you offer faster
- Trust you enough to get in touch
A/B testing helps you answer questions like:
- Does a shorter contact form get more enquiries?
- Do people prefer “Get a free quote” or “Request prices”?
- Does adding a guarantee increase bookings?
The best bit? You’re not guessing. You’re measuring.
If your website is your 24/7 salesperson, A/B testing is like training sessions to help it sell better.
The market stall analogy: 5 things you can test
Let’s stick with the market stall analogy, and translate it into simple website tests you can run.
1. Your main sign: headlines that actually get noticed
At a market, your sign is what makes people stop.
On your website, your headline does the same job.
What to test:
- Benefit-focused vs generic
- A: “Plumbing Services in Leeds”
- B: “Fast, Reliable Plumbing in Leeds – Same-Day Callouts”
- Specific vs vague
- A: “Web Design Services”
- B: “Websites that Turn Visitors into Customers”
You’re testing: which headline makes more people scroll, click, or enquire?
2. Product placement: where your call-to-action sits
On a stall, you’d never hide your best product at the back.
On your website, your call-to-action (CTA) is that best product.
What to test:
- CTA button above vs below the fold (visible without scrolling)
- One strong CTA vs several different ones
- Sticky (always visible) button vs static button
For example, on a service page:
- A: CTA only at the bottom: “Get a free quote”
- B: Same CTA at the top and bottom
You’re testing: which layout gets more clicks and form submissions?
3. Price label style: how you present your offer
At a market, you might test:
- “£10 each” vs “2 for £18”
- Big price tags vs small subtle ones
On your website, you can test how you present value and pricing.
What to test:
- From-price vs guide price
- A: “Websites from £1,500”
- B: “Most projects between £1,500–£3,000”
- Feature list vs benefit list
- A: “Mobile-friendly, secure, fast”
- B: “Looks great on phones, keeps data safe, loads in seconds”
You’re testing: which way of explaining your offer makes people more likely to enquire?
4. Friendly chat vs silent stall: trust signals
A friendly stallholder with awards, reviews, and samples gets more sales.
Your website needs the same kind of trust signals.
What to test:
- Testimonials high on the page vs low down
- Star ratings vs written testimonials only
- Before/after photos vs plain text case studies
For example:
- A: Testimonials at the bottom of the page
- B: One strong testimonial just under the main headline
You’re testing: does seeing proof earlier make more people get in touch?
5. Basket vs quick buy: forms and booking steps
At a stall, if you make people fill in a card, join a queue, and answer questions before paying, they’ll walk away.
Your forms and booking process can have the same problem.
What to test:
- Short form vs long form
- Phone number optional vs required
- Separate pages for steps vs one simple page
For example:
- A: Name, email, phone, message, budget, timeline
- B: Name, email, message (with budget/timeline optional)
You’re testing: which form gets more completions without reducing lead quality?
Simple A/B tests any small business can run
You don’t need fancy software to get started with A/B testing for small business websites.
You can begin with one change at a time, and measure results with tools you probably already have.
Step 1: Pick one clear goal
Think of this as your till at the stall – what counts as a sale?
Common goals:
- Contact form submissions
- Online bookings
- Clicks on phone number (especially on mobile)
- Quote or estimate requests
Choose one primary goal per page.
Step 2: Start small – one page, one change
Don’t try to test everything at once.
Good starter pages:
- Your contact or booking page
- A high-traffic service page
- Your homepage (if it gets a lot of visits)
Good starter tests:
- Changing the main headline
- Changing the CTA text
- Shortening your form
- Moving testimonials higher up the page
Step 3: Use simple tools (or even a manual approach)
If you’re using:
- WordPress – many page builders and plugins offer built-in A/B testing or easy duplication
- Google Analytics – you can track form submissions, button clicks and other events
If you don’t want to touch tools yet, you can even do a simple manual test:
- Note your current monthly numbers (visits and enquiries/bookings)
- Make one change
- Leave it for at least 2–4 weeks (depending on traffic)
- Compare before and after
It’s not perfect science, but it’s far better than guessing.
Step 4: Give each test enough time
At a busy Saturday market, you can see quickly if a new sign is working.
On a small business website, you might only get dozens or hundreds of visits a month, not thousands.
So:
- Run each test for at least a few weeks
- Avoid changing other big things at the same time
- Compare similar periods (e.g. this month vs last month, not Christmas vs August)
Step 5: Decide, keep, and move on
Once you’ve run your test:
- If version B clearly wins → keep it
- If there’s no clear difference → roll back or keep the new version if it’s better for other reasons (clarity, brand, etc.)
Then move on to the next small test.
Conversion optimisation isn’t one big change. It’s lots of little improvements that add up over time.
Common mistakes small businesses make with A/B testing
A/B testing for small business websites doesn’t have to be complicated, but there are some easy traps to avoid.
1. Testing too many things at once
If you change your headline, button, images and layout all at the same time, you’ll never know what actually helped.
Fix: one page, one main change.
2. Giving up too early
If you only get 50 visitors a month, a week of testing won’t tell you much.
Fix: run tests for longer, or focus on higher-traffic pages first.
3. Chasing clicks instead of customers
A new headline might get more button clicks but fewer actual enquiries.
Fix: track the real goal – enquiries, bookings, calls – not just clicks.
4. Ignoring mobile visitors
Your site might look great on desktop, but most local customers will find you on their phone.
Fix: always check your variations on mobile. Sometimes a change that looks great on a laptop ruins the mobile layout.
Practical A/B test ideas by business type
Here are some simple, realistic tests you can run based on your industry.
Trades (plumbers, electricians, builders)
- Test “Call now” vs “Request a callback” buttons
- Test adding emergency response times near the top of the page
- Test before/after photos vs plain text project descriptions
Professional services (accountants, solicitors, consultants)
- Test “Book a free consultation” vs “Arrange a call”
- Test a short "What happens next" step-by-step section under your form
- Test placing qualifications and memberships near the enquiry form
Hospitality (restaurants, cafes, salons)
- Test “Book a table” vs “Check availability”
- Test showing popular time slots to encourage booking
- Test menu preview vs full menu download
Local services (gyms, childcare, cleaning, fitness)
- Test “Start your free trial” vs “Book a tour”
- Test adding local area names to your headline
- Test a simple FAQ section vs no FAQ
When to get help from a web agency
You can absolutely start A/B testing for small business websites on your own.
But there comes a point where:
- You’re not sure what to test next
- You want tests set up properly with accurate tracking
- You’d like ideas based on data from lots of other sites like yours
That’s where a web design and conversion-focused agency like Los Webos can help.
We can:
- Review your existing site and spot the “leaky bucket” points
- Set up simple, meaningful A/B tests (no complicated dashboards)
- Redesign key pages – like your contact, booking, or main service pages – based on what actually works, not guesswork
Ready to turn your website into a better market stall?
A/B testing isn’t about being technical. It’s about being curious.
- “What if we said it this way?”
- “What if we made this easier?”
- “What if we showed proof earlier?”
If you’d like help turning your website into a well-optimised market stall that quietly sells for you 24/7, we can help.
Want to see what A/B tests could work on your site?
Get in touch with Los Webos for a friendly chat and a practical review of your key pages. No jargon, no pressure – just clear ideas to help you turn more visitors into real enquiries and bookings.