Using A/B Testing to Improve Your Landing Page Performance

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Landing page optimization is a key part of any effective digital marketing strategy. A well-optimized landing page has all the components needed to convert visitors into customers or leads, and it’s often one of the easiest ways to improve your marketing ROI. If you want to optimize your landing pages and improve their performance, there are several simple steps that can help you get started:

Know your audience before testing.

Before you start testing, it’s important to know your audience. You need to understand their needs, how they interact with your website, what they like and dislike, what content they are interested in and what marketing messages they respond to.

Knowing this information will help you create better landing pages that speak directly to the problems or challenges facing those users.

Set up step-by-step landing pages to test outbound links and marketing offers.

A/B testing is a great way to test outbound links, marketing offers and calls-to-action. Here’s how it works:

  • Create two versions of your landing page – one with an outbound link, one without.
  • Test the conversion rates of both versions over time (using Google Analytics).

You can also test different headlines or even different page layouts by adding them as “variables” in your A/B testing software of choice.

Test your calls to action.

Here are some examples of things you can try:

  • Test different wording for your call to action. What does it say? “Sign up now!” or “Get started today!”? Does one catch your eye more than the other?
  • Test different colors for your calls-to-action. Try red and blue, or green and yellow–or even black text on white background versus white text on black background (yes, this is a thing). Which one gets more clicks from visitors who land on your page?
  • Test different positions of calls-to-action within the content area of the page (i.e., where they appear relative to each other). Do people respond better when they’re placed at either end vs. in between paragraphs of text; above or below photos; etc.?
  • Test different sizes of buttons/links with different images associated with them (e.g., icons instead of words)

Test your offer’s value proposition.

When you’re testing your landing page, it’s important to make sure that your offer is clearly stated and easy to understand.

A value proposition is the benefit of using your product or service in one sentence. It should be concise and clearly state what the customer will get out of using it–what problem they’ll solve by using it and how much time/money (or both!) they’ll save in doing so.

If you don’t have a solid value proposition yet, write down three or four different versions of it before moving on! Once you’ve settled on one version, A/B test two versions against each other by including them as part of different variations of your landing page test groupings; then compare how well each performs against others based on conversion rates alone after a few days have passed without changing anything else about any other part of either variation except for what was being tested here: whether these particular value propositions perform better than others when presented alongside certain types/styles/amounts etcetera of images/copywriting styles etcetera

Test how much text to use on your landing page.

The amount of text on your landing page is a good place to start testing. The more information you can provide about your product or service and how it will benefit customers, the better. This applies especially if you are selling a low-price product or something that’s not very complicated in nature.

On the other hand, if you’re selling something more expensive and complex (for example, medical equipment), then less text may be better because it could scare away potential customers who aren’t sure whether they should buy from you yet.

A/B Test Your Headline and Form Title

The headline is one of the most important parts of your landing page. It’s the first thing that visitors see, and it sets the tone for what they can expect from your business. The best headlines are clear, concise, relevant and actionable–they should tell visitors exactly what they’ll get if they click through to read more.

A good headline might look something like this:

  • “Get Your Free Fitbit Today!” or
  • “Join Our Newsletter”

Test where you place your form in the page layout.

You can also test where you place your form in the page layout. For example, if you have a long form and want to keep it on one page, but still make it easy for people to find and fill out, try moving things around:

  • Test placing the form at various locations on the page. For example, try placing it above or below other content (or both).
  • Test reordering fields within each group of questions so that they’re more logically ordered for users who are filling out this information for the first time (e.g., name followed by address).
  • Try changing up how many fields are required before submitting–for instance maybe only asking for an email address instead of first name and last name as well? Or perhaps removing one field altogether if it doesn’t seem essential enough to include?

Test the form field labels you use (or don’t use.)

The form field labels you use can be a powerful tool in improving your landing page performance. To get started, consider these guidelines:

  • Use short and simple labels. In general, shorter is better for your form field labels. Shorter forms are easier for users to read and understand, which means they’re more likely to complete them accurately and quickly. This can lead to better conversion rates overall!
  • Match the label with its associated field. If you have multiple fields on one page (such as “First name” and “Last name”), make sure their labels match up as well so that users know exactly what information they need when filling out each section of your form–it will help prevent confusion and errors later on down the road when it comes time for submitting data back into our system once all forms have been filled out completely successfully without any errors being flagged along the way during validation checks done automatically by software built into most web browsers nowadays like Chrome or Firefox etc…

Testing different aspects of your landing page can help you improve performance.

Testing is a great way to improve performance. When you test different aspects of your landing page, you can learn more about what works and what doesn’t. This can help you make better decisions and create products that customers love.

Testing is also an important part of marketing campaigns because it gives marketers insight into which messages are resonating with users and which ones aren’t generating interest in their products or services.


A/B testing will help you improve your landing page performance, but it’s not the only way to do so. You can also use tools like Google Analytics or Optimizely to see what works best for your audience and then test those things out. The key is that you must be willing to test different aspects of your site in order for them to work!


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