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The Membership Blast — 023

A Simple A/B Testing Plan for Q1 Growth

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Hey everyone!
 
Last week in Chicago, I biked outside in 50º weather, and the very next day I was shoveling snow. Same city, totally different conditions. It’s a good reminder that guessing doesn’t work very well.
That’s how I think about marketing decisions, too. When conditions keep changing, the fastest way to get grounded is to test.
 
If you want one growth activity that actually compounds, it’s A/B testing your messaging on the pages that get the most traffic.
 
Here’s a simple way to approach it without overcomplicating things.


First, what A/B testing really means
You show different versions of something to equal groups of people and see which one converts better. Same traffic, same timing, same offer. The only thing that changes is what you’re testing.

The goal is not perfection. It’s clarity.

Types of A/B tests worth running
1. Element-level tests
Test one small thing at a time on a page that already gets traffic. Best when traffic is limited, or you want a fast signal.
 
Good elements to test:
  • Headlines
    • Outcome-focused vs problem-focused
    • Specific result vs broad promise
  • Subheadlines
    • Clarifying the “who this is for”
    • Explaining what happens next
  • CTA copy
    • “Get access” vs “Start free”
    • Action-based vs benefit-based
  • Navigation
    • Menu vs no menu
    • Full nav vs simplified nav
2. Full landing page tests

Test one complete page against another version with the same offer. Best when you want to rethink how you tell the story.

Things that can change:
  • Page structure
    • Long-form vs short-form
    • One clear scroll vs multiple sections
  • Story angle
    • Problem-first vs solution-first
    • Social proof early vs late
  • Section order
    • Pricing before features
    • Benefits before explanations
3. Multivariate tests
Testing different element combinations at once.
  • Headline + CTA
  • Headline + hero copy + CTA

Note: These need more traffic. If volume is low, skip this.

How to run AB tests:
  • Split traffic evenly between variations
  • Do not change anything mid-test
  • Let patterns emerge before calling a winner
What you need before you start
  • Conversion tracking set up
    • Trials
    • Paid subscribers
    • Or your primary success event
  • One clearly defined conversion goal
  • Enough traffic to support a decision
Tools
  • Mida for simple, fast experiments — We’ve been using this at MemberSpace!
  • Google Ads (Free with ads) to drive consistent, controlled traffic
  • Other options like VWO or Unbounce for advanced setups
How long to run it
  • Two weeks minimum
  • Or until you have a meaningful number of conversions
  • Stop early only if the result is unmistakable
The real goal

Find the messages, elements, or stories that convert best so the rest of 2026 is easier.

  • If you send 5,000 people to a page that converts at 2%, that’s 100 conversions.
  • If a different version of that same page converts at 8%, that’s 400 conversions.
Same traffic. Very different outcome.


Actionable strategy
Pick one high-traffic page.

  • If traffic is limited, run a small element test. Headline, CTA, or menu vs no menu.
  • If traffic is healthy, run a full landing page experiment with a different structure or story.
Split traffic evenly, let it run for a couple of weeks, then point more traffic to the winner. Do that a few times, and you’ll spend the rest of 2026 sending people to content and pages you know convert better.
 
Good luck,
 

Marvin
Chief Growth Officer
MemberSpace