Even if your landing page has great copywriting, contains all the right calls-to-action in key places, and has a fantastic design to boot – you can’t expect to get the right results without doing a fair amount of A/B testing.

What is landing page A/B testing?

All of the above attributes we’ve just spoken of are important aspects of landing pages – in theory, that is.

Your business is unique, it is different from others – in some cases, vastly different – and your target audience is not the same as another business’s, even if you’re in the same niche.

With all the important aspects of your landing page set, is there a way to tell if the colours and design will achieve the desired objective? Or if the images will come across as authoritative and build brand credibility? Or whether the copywriting and CTA (call-to-action) placement is going to work?

That’s what split testing, also known as A/B testing, is for. It’s nothing new if you’re already doing some of your business’s online marketing yourself – chances are you have already done it at some point.

So, what is split testing or A/B testing, anyway?

The idea behind split testing is to simply split up your website traffic into two or more variations of a page in order to determine which one performs best.

You can definitely do this manually by launching just one variation for a set time frame, then another one for the same time frame, and so on. However, it’s far more practical and cost-effective to work with a digital marketing team who has their own in-house software to really get into the depth of A/B testing to track your results.

The main components in an A/B test are variants (multiple versions of the same page), the champion (aka. original page), and the challenger (the page you modify to test it against the original).

How is A/B testing done?

The most important thing to remember while doing landing page split testing is to make very minor adjustments with every successive experiment or tweak.

For example, it’s not wise to split test your main image and landing page headline at the same time because then you wouldn’t know which element was responsible for garnering better results, if at all. Therefore, we need to test one element at a time – the “winner” automatically becomes your champion, and once you determine this, you can create another challenger to test your next element.

This cycle needs to be repeated until you reach a conversion rate that you’re satisfied with.

What exactly should we test during landing page split testing?

Just about anything!

However, even though this is something you can do, we would still recommend narrowing down you’re A/B testing to the most important elements, for example:

  • Headline copy
  • Landing page copy
  • Main image
  • CTA colour
  • Click triggers
  • Lead form length

Want to know more about how the right split testing can impact your landing page conversion rates? Our expert digital marketing team is always available to consult.

Published On: February 2nd, 2023 / Categories: Content Marketing, Digital Marketing, Infographic Distribution /

Stay Updated

Join our exclusive subscribers list to receive the latest design trends, industry updates and digital world insights in your inbox.

You can read our privacy policy here.