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# How to know what to A/B test (and what to leave alone)
- URL: https://blog.conversionlab.no/how-to-know-what-to-a-b-test-and-what-to-leave-alone/
- Published: 2025-06-02T12:44:42.000Z
- Updated: 2026-02-03T08:11:34.000Z
- Description: The hard part isn't running the test; it's deciding what to test in the first place. Here is how to stop guessing and start prioritizing your highest-value experiments.
- Author: Finge Holden
- Tags: Conversion Optimization

It’s tempting to test everything. Button colors. Font sizes. Entire pages. But not every A/B test is worth running—and not every idea will move the needle.

If you're wondering what to test next, this post is for you.

#### **Not all tests are created equal**

The best A/B tests start with a **clear hypothesis** and address a real user pain point. But in reality, many teams waste time testing things that:

- Don’t have enough traffic to reach significance
- Aren’t based on data or observed behavior
- Solve the wrong problem entirely

#### **So, what should you test?**

We use a simple prioritization filter at ConversionLab:

1. **Impact:** Will this change affect a key metric like conversions or signups?
2. **Effort:** How hard is it to implement?
3. **Confidence:** Do we have data or user signals to back it up?

Start with tests that score high on impact and confidence, and low on effort. And always tie your test idea to a specific user behavior.

#### **Examples we’ve tested recently**

- Removing friction from signup flows → [99.5% CVR uplift](https://blog.conversionlab.no/case-study-streamlining-the-path-to-signup-for-better-conversion-rates/)
- Simplifying landing page layout → [32.8% CTR uplift ](https://blog.conversionlab.no/case-study-optimizing-landing-page-design-for-higher-engagement/)
- Adding visual cues to direct attention → [52% increase in button clicks](https://blog.conversionlab.no/case-study-shifting-the-focus-from-demos-to-signups-increased-conversion-rate-by-52/)

![](https://storage.ghost.io/c/7f/16/7f165d07-630a-45c5-be90-1a390b656d8e/content/images/2025/06/impact-vs-effect-illustration.png)

**What not to test (yet)**

- Tiny cosmetic changes with no user feedback to support them
- Copy tweaks that don’t relate to the core value prop
- Pages with too little traffic to run a reliable test

These aren’t off the table forever. Just focus first on the changes that will deliver signal, not noise.

#### **Want help prioritizing your next test?**

We can help you identify what’s worth testing—and what to leave alone for now.

👉 [**Request a free landing page audit**](https://conversionlab.no/free-audit/?ref=blog.conversionlab.no)