Tom runs a subscription-based meal delivery service that focuses on healthy, organic ingredients. His clients love the convenience of having nutritious meals delivered, but Tom knows there’s potential to reach even more people looking for healthy eating solutions. As he explores ways to improve his service and attract new customers, he comes across the idea of A/B testing. It’s a method he’s heard of before, but he’s never tried it himself. Curious about its potential, he decides to give it a go, hoping it will help him fine-tune his customer journey.
Starting with a Simple A/B Test
Tom’s first goal is straightforward: to see if he can increase sign-ups on his website. He suspects that small changes might make a big difference, so he decides to start by testing the call-to-action (CTA) button on his homepage. The current button reads, “Get Started,” which he thinks is effective, but he wonders if something like “Discover Healthy Meals” might be more inviting and specific.
To test this theory, Tom creates two versions of his homepage. One keeps the original CTA, “Get Started,” while the other uses “Discover Healthy Meals.” He sets up the A/B test, ensuring that half of his visitors see one version and the other half see the new one. After a few weeks, he checks the results and finds that the “Discover Healthy Meals” button has a noticeably higher click-through rate. With this small change, Tom realises he’s already taken a step towards optimising his customer growth path.
Testing Different Subscription Options
Encouraged by the success of his first A/B test, Tom decides to try another. He’s noticed that many potential customers abandon the sign-up process when they reach the subscription options page. To make this part of the journey smoother, he tests two different layouts for presenting the subscription choices.
In version A, he lists his three plans—Basic, Premium, and Family—with detailed descriptions and benefits beneath each one. In version B, he simplifies the descriptions, using a comparison table that highlights the key features of each plan side by side. This new format lets customers see the differences at a glance, which Tom hopes will make it easier for them to make a decision.
Once again, Tom runs the test and waits to see the results. After a month, he finds that version B, with the comparison table, has led to more completed sign-ups. Customers seem to appreciate the simplicity of seeing the plans side by side, which helps them choose without feeling overwhelmed by details. This insight allows Tom to refine his approach, making the sign-up experience as intuitive as possible.
Optimising the Email Welcome Sequence
Tom knows that the customer journey doesn’t end with sign-up; he wants to make sure his new customers feel valued and engaged from the start. So, he decides to A/B test the welcome email sequence he sends to new subscribers. In version A, his emails focus on the convenience and health benefits of his meal service. In version B, he includes the same information but adds personal tips, such as meal prep ideas and advice on maintaining a balanced diet.
After tracking engagement rates for both versions, Tom finds that version B has a much higher open and click-through rate. New customers are responding well to the personal touch, and many reply to the emails with questions or positive feedback. By adding a few helpful tips, Tom has made his customers feel cared for from day one, creating a stronger connection and setting the stage for long-term loyalty.
Using A/B Testing Insights for Continuous Improvement
Through these A/B tests, Tom has gained valuable insights into his customer growth path. By testing small changes, he’s been able to optimise each step, from the initial website visit to the welcome sequence. Each improvement has helped him provide a smoother, more engaging experience that makes potential customers more likely to sign up—and new customers more likely to stay.
Tom continues to use A/B testing as part of his strategy, regularly trying new ideas and refining his approach. He tests everything from the wording of his customer feedback surveys to the design of his referral programme, learning more about what his customers value at each stage. Through this process, he’s been able to shape a customer journey that feels intuitive, welcoming, and tailored to the needs of his audience.
Why A/B Testing Matters for Small Business Growth
Tom’s story shows that A/B testing doesn’t have to be complex to be effective. For small business owners, it’s about making gradual improvements that enhance the customer experience and support growth. By testing different approaches and learning from the results, you can create a customer journey that feels seamless and aligned with your audience’s needs.
A/B testing allows you to understand your customers better and make informed decisions about what works. It’s a powerful tool that can help you reach your ideal customers, build trust, and create a path to growth that’s grounded in real, actionable insights.
Ready to optimise your customer growth path? Mark A Preston, a Customer Growth Coach & Speaker, can help you use A/B testing to refine your approach and connect with your audience. Contact Mark today to start creating a customer experience that drives lasting growth.
