A/B testing made easy: How to optimize your landing pages without the hassle

A/B testing is the best approach for comparing two landing page versions to see which yields better results. It helps you make data-driven decisions for optimization by identifying and fine-tuning key elements. It can also help you improve user experience (UX), boost engagement, and reduce bounce rates, ultimately driving higher conversions.

So, if you're ready to discover what truly resonates with your audience, this guide will provide a comprehensive understanding and actionable steps to effectively perform A/B testing on landing pages.

Let's dive in and start optimizing your landing pages for success.

What is A/B testing?

As previously mentioned, A/B testing compares two versions of a webpage, email copy, or pop-ups to determine which one performs better. It needs a certain sample size to have a relevant, trustworthy result.

But how exactly does it work? You split your website visitors between two page versions — let’s call them Version A and Version B. Then, you measure key metrics such as clicks, sign-ups, or sales on both Version A and Version B to assess which page yielded the best indicators.

💡 The main idea behind A/B testing is to improve your landing pages by understanding what your audience prefers. It helps you tweak your page based on user behavior.

How are incrementality experiments different from A/B experiments?

A/B testing is closely related to incrementality testing. Incrementality experiments are designed to measure the true impact of a marketing strategy by comparing a group that receives a certain treatment with a control group that does not.

While A/B testing compares two versions directly to see which performs better, incrementality isolates the effect of a single variable against a baseline, focusing on understanding its specific effects.

☯️ By understanding incrementality, you can better assess whether your marketing efforts drive change or if the results are due to other factors. With its big-picture insights, incrementality can complement A/B testing to provide a more comprehensive optimization strategy.

Which elements of a landing page should you A/B test?

When A/B testing a landing page, several key elements can impact performance and are ideal for experimentation. Here's an overview of the main areas to focus on:

Headlines and subheadings

Headlines are crucial because they grab attention and explain your main message. A strong headline can boost engagement and increase your landing page conversion rates.

• Test various lengths and types of headlines, such as questions versus statements.

• Explore alternative subheadings that build on your main headline and deliver extra insights.

• Experiment with various styles and tones. For example, compare “All-in-one landing page builder” with “Convert more with no-code landing pages.”

CTAs

CTAs guide users to take specific actions, like signing up or buying a product. The design and wording of your CTAs can determine the number of users who take action.

• Place your CTAs in different spots on the page to see where they work best.

• Experiment with different colors for your CTAs to see which one gets more clicks. Choose colors that stand out but still fit with your overall design.

• Test different phrases on your CTAs to see which one is more persuasive. For example, you might compare “Unlock your free trial” with “Start your free trial now”.

Images and visuals

Strong visuals can grab attention, build trust, and show how your product benefits users, helping to better engage potential clients.

• Try different types of images, like bold hero shots versus detailed product photos.

• Experiment with different placements for your images on the page. For instance, see if images positioned at the top lead to higher engagement than those in the middle.

• Experiment with video content versus static images. Videos can be highly engaging, but they may not always outperform images. Test which format holds users’ attention longer.

Copy and content layout

How you write and organize your content affects how users read and interact with your page. Clear and well-structured content often leads to better results. 

• Experiment with different writing styles, like a friendly tone versus a professional tone.

• Use relevant images that match your message. Experiment with different styles and layouts to find what helps users take action.

• Test various ways to organize your content, such as bullet points instead of paragraphs. This will help you see which format is more accessible for users to read and understand.

Forms and user inputs

Landing page forms and user input sections are usually the final steps before a user turns into a lead or customer.

• Place the most accessible or familiar fields first (like name and email) and test if this order makes users more likely to complete the entire form.

• Explore with fewer fields to reduce friction. For example, reduce a contact form from six fields to just three (name, email, phone number) and see if the completion rate improves.

• Add small, friendly notes under each field to reassure users, like “We’ll never share your email” under the email field. Consider testing other relevant examples as well.

Trust signals and social proof

Trust signals, like customer testimonials, reviews, and badges, help build credibility. They reassure potential clients that your product is reliable and well-regarded.

• Compare the impact of showing customer quotes with photos versus simple text. Try different badge designs and sizes to find which setup grabs more attention.

• Try different places on the page for your trust signals. For instance, see if adding testimonials at the top of the page works better than placing them in a section below.

• Highlight metrics like the number of satisfied customers or the percentage of users who have seen improvements after using your product. See if displaying these numbers leads to more sign-ups or higher interaction rates.

How to do A/B testing on a landing page

A/B testing can seem complex, but it's really about making minor, intelligent changes. Follow along, and you'll optimize your landing pages like a pro in no time.

1. Define your goals and metrics

Before you even start tweaking your landing page, you need a clear idea of what you want to achieve. Typical goals may include the following.

📊 Once you’ve set your goals, focus on metrics that align closely with your objectives. For example, if your goal is to increase conversions, you should track the conversion rate, click-through rate, and the number of completed forms or transactions.

2. Identify variables to test

Next, consider which high-converting landing page elements you want to test. Focus on the parts that you feel may have the biggest impact. Here are some examples.

🔠 Remember to test just one variable at a time. This way, you’ll be able to notice which change is making a real difference.

3. Develop variants for testing

Once you've pinpointed what to test, it's time to create different versions of your landing page with the changes you want to try. Here’s how to do it.

4. Set up the A/B test

Tools like Convert or Optimizely can simplify this process, but the key is to find one that matches your technical comfort and testing needs. Here's what you'll need to consider during setup.

5. Run the test and collect data

Once your test is live, this is how you handle it.

🕵️‍♂️ With the right setup and careful oversight, you’ll collect accurate data to guide your A/B testing in marketing decisions.

6. Analyze results and implement changes

After your A/B test wraps up, it’s time to dive into the results.

Three real-life landing page A/B testing examples

Check out these case studies to see how real-life companies leveraged A/B testing to drive impressive results.

Vegetology: Raising conversion rates with testimonial placement

Image source: optimonk.com

Vegetology, a plant-based supplement company, aimed to improve its product landing pages by testing the placement of customer testimonials.

Despite having excellent reviews, the website displayed testimonials at the bottom of the page before the test, where few visitors could see them. So, Vegetology conducted an A/B test to determine if moving the testimonials above the fold would impact conversions.

After comparing the original page with the new version featuring testimonials at the top, the new version showed a 6% increase in the conversion rate and a 10% rise in unique purchases.

✅ Key takeaway: Placing customer testimonials in a more visible spot can boost customer trust and conversions.

Citrix: Optimizing homepage personalization

Image source: optimizely.com

Citrix, a top tech company, revamped its website by customizing the homepage for different industries. It targeted the finance, healthcare, and education sectors, tailoring the messaging to each industry's unique needs.

The results were impressive. Citrix saw a 10% increase in page views per session and a 30% boost in clicks on homepage offers. This approach improved user engagement and accelerated the customer's journey from awareness to sale.

✅ Key takeaway: Customizing your homepage for specific industries or user segments can lead to improvements in engagement.

WWF Switzerland: Decluttering the homepage

Image source: optimizely.com

World Wildlife Fund (WWF) Switzerland, the country's leading environmental organization, wanted to increase traffic to its donation and project pages.

WWF Switzerland thought the low traffic was due to a cluttered homepage with too many competing CTAs. To test this, the charity redesigned the homepage to be less crowded, highlighting the most essential elements. The CTA for donations was made more visible with the tagline “What you can do,” making it more personal and impactful.

The results were outstanding — traffic to the donation page and other key pages increased by 360%.

✅ Key takeaway: A well-designed, strategically placed CTA can drive more traffic to targeted pages.

Landing page A/B testing best practices

You should know by now what to do to run a successful A/B test for a landing page. But how do you elevate that test to excellence? Consider the following key practices to get the best results.

Establish a hypothesis before testing

• Have a solid hypothesis before you start testing. This will keep you focused and prevent random tests from delivering helpful insights.

• For example, if you think that changing your button color will boost clicks, set up your test around that specific idea.

Focus on the UX

• Prioritize the user in every decision. Focus on changes that align with their needs and behavior. Experiment with variations that improve ease of use and clarity.

• Aesthetic improvements are essential but should not come at the cost of functionality. Always aim for a balance that keeps the user engaged and satisfied.

Continually test and iterate

• A/B testing is never a one-time activity. Treat it as a continuous cycle of improvement.

• Use insights from previous tests to inform future experiments. Even small changes can lead to significant results over time.

Document and share results

• Keep a detailed test record. Document the hypotheses, methodologies, and outcomes. This reduces the chance of repeating mistakes, building a knowledge base for the future.

• Share these results with your team to foster learning and improvement.

☝ Even with A/B testing, not every experiment hits the mark. Sometimes you guess wrong about what will make a difference. Maybe you overestimate the impact of a change that wasn’t as crucial as you thought. Don’t worry, though. These “failures” are valuable lessons that can shape your future strategies. They’re your chance to reflect and learn.

How to implement A/B testing in your company

Follow these steps for a smooth implementation of A/B testing workflows.

Choose the right A/B testing tool

The first step in setting up A/B testing is choosing the right tool to fit your company’s needs.

Consider these factors when choosing your A/B testing tool:

Set up your testing infrastructure

Once you’ve chosen your A/B testing tool, carry out these actions to set up your testing framework.

🤝 Collaborate closely with other teams, like marketing, product, and IT, to align goals and share insights. Cross-department teamwork ensures that your tests run smoothly and deliver meaningful results.

Train your team and build a testing culture

Investing in training and creating a culture of experimentation helps your team make smarter decisions and keep improving.

Encourage a testing mindset within your company by following these tips.

• Motivate your team to ask questions and explore new ideas.

• Base your decisions on test results and data, not just opinions.

• Define what you want to achieve with each test to keep your team focused.

• Share both successful and unsuccessful tests to learn from every outcome.

Test the waters with A/B testing for landing pages

Don't leave the success of your landing page up to fate. A/B testing makes it easy to improve your website's usability and drive better results, whether increasing sign-ups, boosting sales, or reducing bounce rates.

Choose an A/B testing tool, set clear goals for what you want to achieve, and start exploring different versions of your landing page. Analyze the results and adjust your approach. Start testing today and watch your results improve.

If you need help building your landing page versions, Edicy is here with customizable templates and eye-catching visuals that will make A/B testing a breeze.