by Wendy O’Donovan Phillips


A/B testing for senior living marketing

This is an excerpt from Big Buzz’s eBook Calls to Action that Work: The Senior Care Industry Insider Report, which contains all the guidance you will need to optimize your CTAs across the board. Get your free copy of the full eBook.

A/B testing allows your team to definitively determine which elements of a given call to action yield the achievement of which goals. For example, the call-to-action headline “Come live your best life!” may yield a 4.23% click-through rate (CTR) while “Come live with us!” may only yield a 2.64% CTR. Here is a process for A/B testing website calls to action for achieving continual improvement over time:

A/B testing process

Beyond calls to action, A/B testing is best applied to the headlines and body copy on each web page, images and video appearing throughout the website, service descriptions on the website, subject lines of email campaigns and various elements of landing pages and content marketing efforts.

Website development and online marketing experts across the nation consider A/B testing one of the best strategies for improving website conversions and overall outcomes from nurture marketing efforts.

Yes, I want a complimentary strategy session with a Big Buzz nurture marketing expert today so I can get:


Clarity on the root causes of current lead issues we face


Research and industry intel that will help eradicate lead issues for good


A clearer vision for reaching the organization’s desired state this year, 3 years and 5 years from now


A free initial nurture marketing plan to invite warm leads to move in now


Big Buzz is a marketing agency delivering a steady stream of move-in-ready leads to teams serving the senior living industry. For more than 15 years, Big Buzz has helped senior living marketing and sales teams nurture leads to increase occupancy, grow and scale. CEO Wendy O’Donovan Phillips is the author of the book Flourish!: The Method Used by Aging Services Organizations for the Ultimate Marketing Results, has been published in McKnight’s, has been a regular contributor to Forbes, and has been quoted in The Washington Post, ABC News and Chicago Tribune. The Big Buzz leadership team regularly lectures in front of audiences ranging from 25 to 3,000 attendees, including at Argentum and various LeadingAge chapters. Agency awards and accolades include recognition for excellence by the American Marketing Association, Gold Key Award Winner by the Business Marketing Association, HubSpot Academy Inbound Marketing Certification, and Top Advertising and Marketing Agency by Clutch.

by Wendy O’Donovan Phillips



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