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.