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6 Essential Tips for Landing Page Testing That Will Skyrocket Your Conversion Rates

Joanna Taylor Profile

by Joanna Taylor

Last Updated: October 18, 2023

Landing Page Testing

Having a compelling landing page can make or break your business. Yet, creating a landing page is not a "set it and forget it" endeavour. 

You've invested time, resources, and creativity into designing what you believe to be an effective landing page, but how do you know it's actually bringing you the best results?

Enter the crucial, yet often overlooked, practice of landing page testing.

This essential strategy allows you to take the guesswork out of your campaigns, offering valuable insights into what truly resonates with your audience.

In this article, we take you through what landing page testing is all about and provide you with six essential tips for landing page testing that will skyrocket your conversion rates.

What is Landing Page Testing?

Landing page testing is the systematic process of comparing and analysing different versions of a landing page to identify which one performs the best in terms of desired user actions.

Whether it's capturing leads, making sales, or any other objective, testing helps in discerning which design, copy, or layout variant resonates the most with the target audience. 

By implementing controlled experiments, typically A/B or multivariate tests, you can make data-driven decisions to fine-tune your pages for maximum efficiency.

Important Landing Page Elements in Testing

When performing landing page testing, there are important page elements that you should focus on. 

Here are the key elements you should consider testing on your landing pages:

Call-to-action (CTA) buttons: Change the amount the text, the colour, the position, or even the size of the CTA buttons.
Credibility markers and social proof: Add, change, or remove elements such as trust logos, testimonials, and other items on your page.
Landing page design and layout: Experiment with different page designs and layouts to determine the right ones to use on your final landing page.
Landing page headline and subheadings: Use different catchy words, sizes, colours, styles, and positions. This is the first thing that visitors see, and only a few will naturally scroll past it.
Landing page images and videos: Alter the number, the location, the type, or even the size of the images and videos used.
Pricing plans: Change the position, and the plan details, and even choose to add or omit discount details, for example.
Sales copy: This sales information should be succinct and placed in a position where the visitor can see quite clearly. You can change the position, the length (and even the language), and determine where best this copy produces higher conversion rates. Delete as this is a competitor
Single and multi-step lead forms: Test which versions your customers are comfortable with and decide the type and amount of information to capture from them.
Text style and fonts: Different text styles and fonts convey different appeals to visitors.
Unique selling proposition (USP): How you provide information about the benefits of your products and services determines how your potential customers will react.
Landing Page Testing - What to test?

Regularly testing and optimizing these elements, either individually or in combination, can provide valuable insights into visitor behavior and preferences. 

This allows you to craft landing pages that consistently drive conversions.

Landing Page Testing Process

The landing page testing process is a systematic approach aimed at optimising a page's performance by scrutinising various elements and designs.

It begins by setting clear, measurable objectives, such as increasing sign-ups, boosting sales, or enhancing click-through rates.

Using tools like split-testing software, the original page (often called the "control") and its variants are shown to a segment of the audience to see which version drives better results. As users interact with the pages, data is gathered and analysed.

Once significant results are achieved, the winning variant can be implemented permanently, and further tests can be conducted. 

This iterative process ensures the landing page remains optimised for the highest conversion rates possible.

Why Do Landing Page Testing?

A landing page is the first impression users get of a specific offer, product, or service, and even minor tweaks can dramatically affect a user's decision to take action. 

By testing variations, marketers can determine which elements—be it copy, design, call-to-action, or any other component—resonate most effectively with the audience. 

The process eliminates guesswork and subjective decisions, relying instead on actual user behaviour and data-driven insights.

Types of Landing Page Testing

You can choose from three major types of landing page testing techniques depending on your ecommerce business needs.

1. A/B Testing (Split Testing)

A/B testing, also known as split testing, provides an opportunity to experiment with different versions of a page element one at a time. 

For example, you can create a landing page with a different presentation of the CTA button from the original page to test which one performs better. 

The original landing page is referred to as the Control (A) while the changed version is the Variation (B). Deploying both and assigning each 50% of traffic (splitting the audience), which one performs better? 

You can continue to test other elements using the same logic. The best part is that running an A/B test is easy and you can use A/B testing to increase landing page conversions.

2. Multivariate Testing

Do you want to test multiple landing page elements in one go in a single testing scenario? 

This type of landing page method is for you. It gives you an opportunity to accurately measure the impact of many elements on your landing page concurrently. 

However, this method requires more time and energy compared to split testing and is therefore best for landing pages with a lot of traffic.

3. Split URL (Redirection) Testing Method

Supposing you have a Control landing page and a Variation landing page and you decide to host them each on separate URLs? 

 Supposing you also split the traffic equally between the two URLs? Then you are using a split URL testing method. 

The only difference between A/B testing and the split URL (redirection) method is that the former uses the same URL for both landing pages while the latter uses separate URLs for each.

What Are the Benefits of Split Testing Landing Pages?

Split testing comes with a ton of benefits for your business. Among the most important of these include the following:

Improving your customer’s user experiences on your landing page. Testing helps you weed out unfavourable issues that can prevent customers from smoothly transitioning from potential to paying customers.
Avoids the negative repercussions and risks associated with complete page overhauls. Since A/B testing deals with changing a single page element at a time, your business is not at a high risk of suffering a great decline in conversions in the event that the change was in fact determined as being retrogressive. You can also revert to your earlier state of the element and continue as if nothing really happened.
Meeting your customer expectations. By experimenting with different versions of a landing page, you will finally understand what your customers are looking for and adjust accordingly. This will help you meet all customer expectations.

Split testing enables businesses to make data-driven decisions rather than relying on intuition and inturn helps boost conversion rates.

6 Essential Tips for Landing Page Testing to Increase Conversion Rates

To maximise your benefits, we have compiled six essentials in landing page testing that lead to outright conversion rate benefits.

1. Define Clear Objectives for your landing page test

Before diving into testing, determine what you want to achieve with your landing page.

Whether it's increasing email sign-ups, product sales, or another goal, having a clear objective will guide your testing process and help you measure success.

2. Prioritize A/B Testing

Start with A/B testing (or split testing) where you compare two versions of a page to see which performs better. 

It's simpler than multivariate testing and often reveals significant insights. Always change just one element at a time—be it a headline, CTA button, or an image—so you can attribute any differences in performance to that specific change.

3. Optimize Your Call to Action (CTA)

The CTA is often the deciding factor for conversion. Experiment with different wording, colors, sizes, and placements to see which resonates most with your audience. 

Remember, the CTA should be compelling and clearly tell visitors what they'll get.

4. Use High-Quality Visuals

Engaging and relevant images or videos can greatly influence visitor behavior. Test different visuals to determine which ones captivate your audience and encourage them to take action. Ensure they're optimized for speed, as loading times can also impact conversions.

5. Ensure Mobile Optimization

With a significant chunk of traffic coming from mobile devices, it's crucial to ensure your landing page looks and functions perfectly on them. Test on various screen sizes and devices to ensure a seamless experience for all users.

6. Analyze and Iterate

After collecting sufficient data from your tests, analyze the results to understand what's working and what isn't. 

However, don't stop after one test. Digital landscapes and user behaviors evolve, so continuous testing and iterations are key to maintaining and improving conversion rates over time.

Start your landing page testing today!

Optimizing your landing pages is an ongoing journey, not a one-time task. As user behaviours shift, the need to stay ahead and ensure your landing pages remain effective becomes paramount.

Implementing the essential tips provided ensures that you are making informed decisions based on real-world feedback. 

By applying testing methods, you're setting your business up for continual growth, increased conversions, and a better understanding of your audience's preferences.

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