Designing a landing page can cost anywhere from $75 to $3,000 or more, depending on factors such as who you hire, the design complexity and the features you need.
If you’re making that kind of investment, you want to be confident you’re making the right decisions. A/B testing helps you validate design choices and ensure your landing page is optimized to drive the best results, whether it’s improving conversions, engagement or sales.
Learn everything you need to know about landing page A/B testing as we discuss:
• What Is A/B Testing?
• What Is a Landing Page A/B Test?
• The Role of A/B Testing in Conversion Rate Optimization
• What to A/B Test on Landing Pages
• How to Conduct Effective A/B Testing
What Is A/B Testing?
A/B testing, also known as AB split testing, compares two versions of a webpage, app or specific element to see which performs better.
Version A is the original (control), and version B is the modified version (variation). Both are shown to different groups of users simultaneously, and their performance is measured against set goals.
Using A/B testing tools, you can compare various elements, including:
• Headlines
• Images or videos
• Call-to-action (CTA) buttons
• Layouts
• Colors and fonts
The goal is to identify which version produces better outcomes in terms of increased engagement, higher click-through rates or improved conversions. A/B testing eliminates guesswork by relying on data to make informed decisions.
Using the winning version, you can refine your strategy and improve your return on investment (ROI).
Note: You can also run an A/B/C/D test if you need to test more than two variations. This method allows you to test three or more versions of a page instead of just comparing one variation against the control.
What Is a Landing Page A/B Test?
A landing page AB split testing compares two versions to determine which performs better in achieving specific goals (sign-ups, downloads, purchases or form submissions).
You distribute your website traffic randomly between the different versions and monitor metrics like conversion rates and clicks.
To do this, you’ll need three key elements:
Control: This is the original landing page or element that serves as the starting point for the test. It acts as the baseline to measure the performance of any changes introduced in the variation.
Variation: A modified version of the landing page designed to test specific changes, such as different headlines, layouts or CTA buttons. Variations are assessed against the control to determine which version performs better in achieving the desired outcome.
Hypothesis: A prediction about the expected outcome of the test based on the changes made to the landing page. For example, “Switching to a larger CTA button will increase sign-ups by 15%.” The hypothesis sets a clear direction for the test and helps interpret the results.
A/B testing in marketing helps you systematically approach landing page optimization. Instead of relying on assumptions about what might improve conversions, you use data to improve metrics like clicks or sign-ups while creating a better user experience.
The Role of A/B Testing in Conversion Rate Optimization
A/B testing is also instrumental to conversion rate optimization (CRO), which aims to increase the conversion percentage on your landing page.
Let’s say your landing page gets 500 visitors a day. Ten of them complete a purchase, leaving you with a 2% conversion rate. With A/B testing, you can test changes to improve that number.
For example, you could test the color and wording of your CTA button.
Version A keeps your current blue “Buy Now” button, while Version B uses a bold orange button with the text “Get Your Deal Today.” The test splits traffic evenly, with 250 visitors seeing each version.
After a week, you analyze the results. Version A generates 10 purchases, maintaining the 2% conversion rate. But version B generates 15 purchases, increasing the conversion rate to 3%. This means the orange button resonates better with your audience and drives more sales.
Implementing the winning variation (Version B) across your landing page can boost conversions without redesigning the entire page.
Basically, A/B testing in marketing allows you to make incremental, data-backed adjustments that deliver measurable improvements and increase the value of your website traffic.
What to A/B Test on Landing Pages
A/B testing in marketing can be a game-changer for improving conversions. Learn which elements to prioritize with these landing page optimization tips:
1. Choose the Right Visuals
The first thing visitors notice on your page is the main visual, which can be either a hero image or a video. Test which option captures more attention. Additionally, consider experimenting with different types of visuals, such as product images, user photos or graphics, to determine which resonates best with your audience.
2. Test the Headlines
Your headline is what keeps visitors on the page. Try testing short vs. long headlines, problem-focused vs. benefit-driven messaging or casual vs. professional tones. The goal is to find the wording that interests people enough to stay.
3. Check the Page Length
Some visitors prefer short, to-the-point pages, while others need more details to decide. Test a short version of your page against a longer, more detailed one to see which gets better results.
4. Rearrange the Layout
The order of elements matters in landing page optimization.
For example, moving your lead form higher up or adjusting where the CTA button appears can influence how visitors interact with your page. AB split testing different layouts will help you find the one that flows best for your audience.
5. Adjust the Forms
Forms are vital for collecting leads and play a major role in how users interact with your landing page. Here are key areas to test:
• Form Placement: Experiment with where the form appears on your landing page. Should it be above the fold or further down? Placement can influence how likely visitors are to fill it out.
• Number of Fields: A HubSpot study of over 40,000 landing pages found that forms with 3 fields had the highest conversion rate (over 25%), followed by forms with 5 fields (above 21%). Test shorter vs. longer forms to see what works best for your audience.
• Form Layouts: Compare horizontal forms to stacked vertical forms. Horizontal forms can be more compact, while vertical layouts feel more structured and easier to complete.
• Design Elements: Test different designs, colors and fonts to find a visually appealing and intuitive form.
• Trust Signals: Adding badges like “Secure Checkout” or “GDPR Compliant” can instill confidence and encourage users to share their information.
6. Improve Your Call-to-Action (CTA)
The call-to-action button is often the final step toward conversion, making it a crucial element to test and optimize. Here are some key statistics compiled by Wisernotify to guide your efforts:
• Clear and specific CTAs can increase conversion rates by 161%.
• Placing the CTA button at the end of a product page can boost conversions by 70%.
• Personalized CTAs perform 202% better than generic ones.
• Larger CTA buttons can raise click-through rates by 90%.
• Mobile-optimized CTAs can improve conversion rates by 32.5%.
• Adding urgency, such as limited-time offers, can increase conversions by 332%.
• Changing the CTA button color can lift conversions by 21%.
7. Use Reviews and Social Proofs
Social proof builds trust by showing visitors that others have had positive experiences with your product or service. To test these elements:
• Testimonial Formats: Compare text-based testimonials with customer photos to video reviews to see which resonates most with your audience.
• Placement: Experiment with placing testimonials above the fold versus further down the page. Some visitors might need reassurance immediately, while others may look for reviews after exploring the page.
• Trust Badges: Try adding badges like “Money-Back Guarantee” or “Secure Payment” near CTAs to make visitors feel more confident about taking the next step.
How to Conduct Effective A/B Testing
Step 1: Set a Conversion Goal
The first step in your A/B testing process is to define what you want to achieve. A well-defined conversion goal ensures your tests are focused and aligned with your business objectives.
Ask yourself, “What action do I want visitors to take on this page?” Some common goals include:
• Signing up for free content
• Registering for a webinar
• Subscribing to a newsletter
• Downloading an eBook
• Completing a purchase
When your goal is clear, it becomes much easier to design and optimize your landing page for that purpose.
Step 2: Assess Your Landing Page Performance
Next, look at how your landing page is performing. Tools like Google Analytics can show you which pages get the most traffic, where visitors spend the most time or which pages have high bounce rates. Focus on high-potential pages, like those driving revenue or getting many visits.
Then, dig deeper with A/B testing tools like:
• Heatmaps to see where users click and scroll the most.
• Session recordings to watch how visitors interact with your site.
• Surveys to ask users directly what they like or what’s causing frustration.
The above tests will help you identify problem areas and prioritize what to test first.
Step 3: Formulate a Hypothesis
Once you have your data, start looking for patterns. Are users dropping off at a specific point? Are they ignoring certain elements? Write down your observations and turn them into a clear hypothesis.
For example: “Shortening the form from five fields to three will increase sign-ups by 20%.” This hypothesis gives your test direction and sets expectations.
Step 4: Create Variations
Now, create a variation of your page based on your hypothesis. Start with the original version of your page (the control) and create one or more variations based on your hypothesis.
If you think your form is too long, shorten it. If your headline isn’t grabbing attention, try a different message. This variation will go head-to-head with the original version (your control).
Remember to test one change at a time to know exactly what made the difference.
Step 5: Run the Test
Once your variations are ready, split your traffic so half sees the control and half sees the variation.
Timing is key here. Calculate the test run length based on your daily traffic, current conversion rates and the number of variations you’re testing.
The goal here is to run the test long enough to ensure the results are statistically significant, meaning they’re reliable and not just random fluctuations in user behavior.
Consider these tips for calculating test length:
• Run Tests for At Least Two Weeks: This helps account for daily and weekly variations in user behavior. If your traffic is low, you may need more than two weeks to gather enough data.
• Aim for 100 Conversions Per Variant: Having enough data helps reduce noise and makes your results more reliable. This enables you to feel confident in the conclusions you draw from the test.
• Use a significance calculator: Tools like Optimizely or Google Analytics can help you see if your results are statistically valid and not a coincidence.
Once the test has run its course, you’ll have the data needed to decide which version performed better.
Step 6: Analyze Results and Deploy Changes
After completing your test, review the data to assess which version was more effective. Keep an eye on metrics such as:
• Confidence Level: Ensure the results are statistically reliable, with a 95% or higher confidence level.
• Conversion Rate Changes: Measure the percentage increase or decrease in conversions between the control and variation.
• Impact on Other Metrics: Consider direct effects (e.g., higher CTA clicks) and indirect effects (e.g., improved engagement in other sections).
Once you’ve identified a winner, deploy the winning variation across your site. If the test didn’t produce a conclusive winner, consider revisiting the hypothesis or testing new elements. Every test provides insights you can use to guide future experiments.
Step 7: Iterate and Optimize
A/B testing is an ongoing process. Sometimes, the results are inconclusive, meaning there’s no significant difference between the control and the variation. If this happens:
• Run the Test Again: Adjust parameters, such as increasing the sample size or testing during a different period.
• Refine Your Approach: Use insights from the initial test to tweak your hypothesis or test a different variation.
• Test Other Elements: Once you’ve optimized one feature, test another, like a new headline or layout.
The beauty of A/B testing is that you can run tests as often as needed. Each iteration builds on the last, helping you create a landing page that converts better over time.
Optimize Your Landing Pages for Success With Thrive
Data-driven landing page optimization is key to executing lucrative marketing campaigns. You can make this possible with A/B testing.
A/B testing helps you identify what works best for your audience, refine key elements like headlines and CTAs and boost conversions for better results.
Thrive Internet Marketing Agency can help you turn insights into action. Some of our services are:
• Conversion rate optimization
• Web design and development
• Search engine optimization (SEO)
• CRO audits
• User experience testing
• Copywriting
Ready to create high-converting landing pages that improve your bottom line? Speak to our experts today.
