How to A/B Test Landing Pages

(November 2024)

How to AB Test Landing Pages

In This Article

It may interest you to know that every website has its unique set of audiences. This means that for you to find what resonates with your audience, you need a practical strategy. This is why A/B testing is an important activity you shouldn’t ignore.

A/B testing compares two landing pages by modifying or eliminating one variable to see which one has a better conversion or engagement rate. The variable could be the image, the offer, the CTA button, or even the landing page’s color.

If you want to learn how to do an A/B test landing page for your website, then this article is just what you need. Here is the summary of what you’ll learn in this article:

  1. Understand why You Should A/B Test Your Landing Page
  2. Collate Data About Your Audience Behaviour
  3. Create Your Hypothesis
  4. Determine the Timing For Your Testing
  5. Create the Variation and Run Your Test
  6. Analyze Your Results
  7. Know What Do While A/B Testing on Your Landing Pages

Shall we learn more? Let’s go!

1. Understand why You Should A/B Test Your Landing Page

Before you know how to A/B test your landing page, you need to understand why the A/B test is essential. The only way to determine which factor will work better than the other for your website is to carry out an A/B test.

A/B tests allow you to make data-driven decisions that will result in your desired end. Here are a few reasons why an A/B test for your landing page is essential:

Smooth Experience for Your Prospects

By doing A/B testing on your landing page, you’d be able to identify the factors that affect your prospects’ broad experience on your page. So many features, such as the font size, your page layout, or your landing page’s color, could create a bad time for your visitors.

The things that seem trivial to you could be the major factors determining the quality of your customer’s experience on your site. Whether your prospects come to your page to buy from you or to check out your product, your landing page should be as exciting as possible.

How do you achieve this? You must know exactly what to add or remove or what features to modify on your landing page. A/B testing your landing page will give you data-based insight into the features you need to enhance to ensure a smooth experience for your prospects.

Better Conversion Rates

When your conversion rate is terrible, especially considering the money and the effort you’ve invested in traffic generation, it’s usually because of one or more features you failed to optimize.

This happens most times, not because of your level of expertise, but because of a lack of data-based knowledge about your audience. To know your audience, you must know how they behave on your landing page. This is where A/B testing plays a major role in your conversion rate.

Guessing may not work here. You must test your page to find out what affects your conversion rate. You have to find out what your audience really resonates with. This will help you modify your landing page, accordingly, resulting in better conversion.

Increase in Sales

Because A/B testing helps determine your audience’s behavior, you’d know the best message to craft or features to optimize to increase sales.

A little adjustment in your image, your CTA, or your messaging can influence your prospect’s buying decision. Of course, you won’t know this by checking out your competitor’s landing page or applying guesswork. You must do the testing.

Below are the steps you can easily follow to do your A/B testing for your landing pages:

2. Collate Data About Your Audience Behaviour

To run successful A/B testing, you need to collate data about your audience’s interaction with your page.

  • What percentage of your visitors click your link?
  • What’s the average time they spend on your page?
  • What’s your bounce rate?

This will help you to know the variables to tweak in your testing. You’ll need to use Google analytics or any related tool to collate relevant reports about your audience behavior on your page. These tools can help you determine your conversion rate too.

3. Create Your Hypothesis

Creating a hypothesis will help determine the relationship between the variables and your conversion rate. It’s advisable that before you run your test, you need to create a hypothesis.

So, how do you do this?

You’ll have to develop the best possible assumption of the variables affecting your audience engagement or conversion on your page. Also, you need to hypothesize the result of adjusting or eliminating that variable. Your hypothesis should include one variable at a time.

4. Determine the Timing For Your Testing

Give a specific time limit for your A/B testing. The timing should be long enough for you to acquire relevant reports from the test. Otherwise, the results will come out wrong.

5. Create the Variation and Run Your Test

To A/B test your landing page, create a variation and run your test. In version B (the variation) of your landing page, modify the variable you included in your hypothesis and set up the test. Allow the test to run for the specific time you’ve proposed for it to get a satisfactory result.

6. Analyze Your Results

To A/B your landing page, analyze your result. Measure the result of the variation against the control version and determine how the variable affects your conversion and engagement rate.

If there’s a significantly positive difference between the variations, implement it immediately. Otherwise, discard it. Also, don’t forget to test other variables following these steps until you get your optimum result.

7. Know What To Do While A/B Testing on Your Landing Page

The Headline

The headline is the first sentence your prospects will read when they come to your landing page. It creates the first impression on your prospect’s mind. A good headline should grab the reader’s attention and force him/her to read the copy.

You can A/B test the headline by changing some boring words. You can also modify the emphasis of the headline to make it more centered on the audience’s desire. You might want to add some words too. A small change can make a big difference.

The Copy

The copy is the body of your landing page. Your copy explains relevant terms, sells the value to the audience, and counters the prospect’s objection.

You should make your copy simple to read. Use bullet points and numbers where necessary. Also, use Subheadings. You can modify some of these features in the copy during your A/B test.

The Offer

Your offer could be your lead magnet or the product you want to sell to your prospects. Spend time and craft an irresistible offer for your prospects.

You can adjust your offer, such as the discounts, the limit of availability of the offer, etc. Just try out different variables.

The CTA

Your CTA ( Call To Action ) is where you direct your visitors to take the following desired action after reading your copy. Without this button on your landing page, you definitely can’t make a sale.

Make your CTA bold and colorful enough for your prospect to see. It should be catchy and compelling too. You can test out different aspects of your CTA button to know which one converts best.

Conclusion

A/B is one of the best strategies to improve your conversion and engagement rate. If you’re looking for a way to A/B test your page, first collate data about your audience behavior on your site and create your hypothesis.

Also, determine the timing for your test, create the variation and run your test. Afterward, you’ll need to analyze your results to know the variable to implement and the one to discard.

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