A/B Testing for Small Business Websites: Think Like a Market Stall Owner

A/B Testing for Small Business Websites: Think Like a Market Stall Owner

If you run a small business, A/B testing for small business websites can sound like something only big brands do with huge marketing teams.

In reality, it’s much closer to what a good market stall owner does every Saturday.

They tweak their sign. They change how they lay out their products. They try a different opening line with passers-by. Then they keep whatever brings in more customers.

That’s A/B testing in a nutshell – just done on your website instead of a market stall.

In this guide, we’ll break down how you can use simple A/B testing to get more enquiries and bookings from the traffic you already have.

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

A/B testing for small business websites is simply comparing two versions of something on your site to see which one gets better results.

• Version A: what you have now
• Version B: one clear change (for example, button text or headline)

Half your visitors see A, half see B. You then measure which one leads to more:

• Enquiry form submissions
• Calls or call button clicks
• Booking completions
• Quote requests

Think of it as:

“Shall I shout ‘Fresh strawberries, 2 for £3!’ or ‘Sweet British strawberries, 2 boxes for £3!’? Let’s try both and see which one empties the crates faster.”

Why A/B Testing Matters More Than More Traffic

Most small businesses focus on getting more visitors: SEO, social media, ads.

But if your website is leaking potential customers, sending more traffic is like pouring water into a cracked bucket.

A/B testing helps you:

• Get more value from the traffic you already have
• Make data-based decisions, not guesses
• Avoid wasting money on big redesigns that might not work
• Make small, low-risk improvements that add up over time

Even tiny changes can make a difference:

• A clearer headline can double the number of people who read on
• A better button label can lift clicks by 10–20%
• A simpler form can mean more completed enquiries

You don’t need to be a tech wizard. You just need a simple plan and a bit of patience.

The Market Stall Analogy: How to Think About Testing

Let’s stick with our market stall owner.

They can test:

• Sign wording – “Locally grown veg” vs “Fresh veg from farms 10 miles away”
• Product layout – bright colours at the front vs best-sellers at the front
• Opening line – “Fancy some berries?” vs “Would you like to try a free sample?”

On your website, that becomes:

• Headline text – what you say first
• Call-to-action (CTA) – what you ask people to do
• Page layout – what you put where

The rules are the same:

• Change one main thing at a time
• Give it enough time to see a real difference
• Keep what works, ditch what doesn’t

What You Should Test First (Without Getting Overwhelmed)

You don’t need to test everything at once. Start with the pages that matter most for conversions:

• Your homepage
• Your services page
• Your contact / enquiry page
• Your online booking page (if you have one)

Then test high-impact elements.

1. Headlines

This is usually the first thing people read.

Instead of:

“Welcome to Smith & Co Plumbing”

Try a test version like:

“Fast, Reliable Plumbers in Leeds – Same-Day Callouts Available”

You’re testing: generic greeting vs clear benefit + location.

2. Call-to-Action (CTA) Buttons

CTA buttons are where action happens.

Test things like:

• Button text:
  • “Submit” vs “Get My Free Quote”
  • “Contact Us” vs “Request a Call Back”
• Button colour (as long as it still fits your brand)
• Button size and placement

3. Forms

Every extra field is like adding another question at the checkout. Some people will just walk away.

Test:

• Short form vs longer form
• Phone number optional vs required
• One-page form vs multi-step form (Step 1: basics, Step 2: details)

4. Trust Elements

People want to know you’re real and reliable.

Test:

• Page with testimonials vs page without
• “As seen on” logos vs no logos
• Guarantee badge (e.g. “No call-out fee”) vs no badge

5. Page Layout

Sometimes moving things around works better than rewriting everything.

Test:

• Testimonials higher up vs lower down
• Form on the right vs form at the bottom
• Key benefit list near the top vs further down

How to Run a Simple A/B Test (Step by Step)

You don’t need expensive tools to start. Here’s a simple process.

Step 1: Pick One Clear Goal

Be specific about what you want more of:

• More enquiry form submissions
• More booking completions
• More people clicking your phone number on mobile

This is the number you’ll track.

Step 2: Choose One Thing to Change

Resist the temptation to redesign the whole page.

Example:

• Goal: more enquiry form submissions
• Test: current button text “Submit” vs new text “Get My Free Quote”

Step 3: Decide How You’ll Measure It

At a basic level, you can:

• Use Google Analytics or another analytics tool
• Track:
  • Number of visitors to the page
  • Number of conversions (enquiries, bookings, calls)

If your website platform offers built-in A/B testing (some page builders and form tools do), use that. If not, you can:

• Run Version A for two weeks
• Then run Version B for the next two weeks
• Compare the results

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

Step 4: Run the Test Long Enough

Don’t stop after a day.

As a rough guide:

• Aim for at least a couple of weeks per version
• Make sure you have at least 100+ visitors per version if possible

If your traffic is low, tests will take longer – but they’re still worth doing.

Step 5: Keep the Winner and Move On

When the test is done:

• If B clearly beats A: keep B
• If there’s no real difference: keep whichever you prefer and test something else

Then repeat the process with a new test.

Over time, these small wins stack up.

Common A/B Testing Mistakes to Avoid

A/B testing for small business websites is powerful, but there are a few easy traps.

1. Testing Too Many Things at Once

If you change your headline, button text and images all at the same time, and results improve, you won’t know what actually worked.

Keep it simple: one main change per test.

2. Ending Tests Too Early

If you decide after two days that B is “winning”, you’re probably just seeing normal ups and downs.

Give it time. Think weeks, not days.

3. Ignoring Mobile Users

For many SMEs, most visitors are on their phones.

Always check:

• Does the new version look good on mobile?
• Is the button easy to tap?
• Is the form still simple on a small screen?

4. Only Testing Design, Not Copy

Pretty design helps, but words sell.

Often, changing the way you explain something can make more difference than changing a colour or font.

5. Forgetting the Bigger Picture

Don’t just chase clicks on one button.

For example:

• Version B might get more button clicks…
• …but if fewer people actually complete the booking on the next page, it’s not a win

Always look at the final action that matters most (enquiry, booking, call), not just the step before it.

Simple A/B Test Ideas for Different Types of SMEs

Here are some starter ideas tailored to common small business types.

For Trades (Plumbers, Electricians, Builders)

• Headline: “Trusted Plumber in [Town] Since 2005” vs “Emergency Plumber in [Town] – 1 Hour Response”
• CTA: “Request a Quote” vs “Request a Call Back”
• Trust: page with photos of real jobs vs stock images

For Professional Services (Accountants, Solicitors, Consultants)

• Lead magnet: “Book a Free 15-Minute Consultation” vs “Get a Free Tax-Saving Checklist”
• Form: detailed form vs quick, 3-field form (name, email, phone)
• Testimonials: written testimonials vs short video testimonials

For Hospitality (Restaurants, Cafés, B&Bs)

• Booking CTA: “Book Now” vs “Reserve Your Table”
• Menu layout: menu as a PDF vs menu as a simple, mobile-friendly page
• Hero image: empty venue shot vs people enjoying themselves

For Local Services (Gyms, Salons, Clinics)

• Offer: “Book Your First Session” vs “Get Your First Session Half Price”
• CTA: “Join Now” vs “Start Your Free Trial”
• Above the fold: price list vs key benefits + social proof

When to DIY and When to Get Help

You can absolutely start simple A/B testing yourself:

• Pick one page
• Choose one thing to change
• Measure results for a few weeks

But if you:

• Don’t have time to set up tests properly
• Aren’t sure what to test first
• Want to combine testing with better design and SEO

…that’s where a specialist agency can save you a lot of trial and error.

At Los Webos, we build and optimise SME websites so they work like a top-performing market stall – clear message, smart layout, and constant small improvements based on real data.

Ready to Turn Browsers into Bookings?

A/B testing for small business websites doesn’t need complex tools or clever jargon. It’s just structured experimenting: try two versions, see which one brings in more enquiries, keep the winner.

If you’d like help:

• Choosing what to test first
• Setting up simple tracking so you know what’s working
• Redesigning key pages (like your contact or booking page) with conversion in mind

Get in touch with Los Webos. We’ll review your current site, suggest practical tests, and help you turn more of your existing visitors into real customers.

Your website is your 24/7 salesperson – let’s make sure it’s not just smiling, but actually closing the deal.