Landing Page
Ankur Goyal
You’ve invested several days (and nights) perfecting how the landing page for your flagship product looks. But, it’s just not driving the results you wanted. It’s disappointing, right?
But what’s more discomforting is figuring out what went wrong.
Could the copy be better? Is the color scheme off? Or is it something to do with the CTA?
Why not experiment and find out such answers for yourself? Yes, it’s possible with landing page A/B testing. With A/B tests, you can present visitors with two different versions of your landing page. Then, retain the one that drives better results. Cool, isn’t it?
But how do you conduct successful landing page A/B tests? What do you change, and what do you measure? Let us answer all such questions. Read on!
What Is Landing Page A/B Testing?
Want to test how fruitful a product/service landing page is? Landing page A/B testing is a technique designed to do just that. This method helps you compare multiple landing page versions to determine which one outperforms the rest. The ultimate goal is to identify the version that gets maximum clicks and conversions.
Let’s say you’re running an A/B test on a landing page for your e-commerce clothing store.
Version A features a large red "Buy Now" button and a headline, "Shop the Best Deals on Crew-neck T-shirts Today!"
On the other hand, Version B showcases a smaller "Buy Now" button in blue and a headline that says, "Discover Exclusive Offers Just for You!"
What next? You split your website traffic equally between these two versions to track metrics like click-through rates and conversions.
Supposedly, Version A gets you 20% more purchases than Version B, making it obvious that Version A is better, hence something you can use as your default landing page.
Why Do You Need A/B Testing For Your Landing Page?
Who doesn’t want a landing page that does everything right and brings in more conversions? But nailing everything in the first go isn’t easy. You need constant tests and trials to figure out what’s holding your visitors' interest and actually pushing them to take action.
A/B testing is the answer. Here are some more solid reasons why A/B testing is essential:
1. Provides A Better User Experience
A visitor comes to your landing page with a specific action in mind. What would they like to do? They may be here for a heads up on your offer or intend to buy from the product/service.
You must make this experience as flawless and frictionless as possible. This means avoiding confusing copies, clashing color combos, overly bright palettes, and murky sign-up buttons.
A/B testing can help shine light on such areas so you can switch things up for a more free-flowing user experience.
2. Helps You Understand Your Target Audience Better
The insights you get from A/B tests help you gauge your target audience’s behavior more accurately.
Now, you’re well-versed in what drives them, which helps you tailor content or product recommendations according to their preferences. This customizes their shopping experience and increases the possibility of conversions.
3. Gets You a Higher Conversion Rate
Even the tiniest changes can affect a landing page’s performance. You might be surprised to see the impact on conversion rates, at times increasing by over 200%.
A/B testing allows you to fully and successfully optimize your landing pages by understanding what your target audience wants. The more engaged they are, the higher the chances of them buying from you!
4. Minimizes Site Exits
Sometimes, visitors arrive at your landing page but leave quickly without exploring other sections of your website, leading to a spike in your bounce rate. Managing this metric is essential to maintaining an effective site.
Conducting A/B tests allows you to analyze how various elements—such as headlines, CTA buttons, color schemes, and page layouts—impact your landing page’s bounce rate. Based on the results, you can identify and implement the version that performs best and keeps visitors engaged.
5. Is A Fairly Low-risk Process
A/B testing, fortunately, relies on incremental changes. This means you make only one adjustment at a time. As a result, your conversion rates are unlikely to plummet during these tests. Moreover, if a change isn’t yielding positive results or is negatively impacting conversions, you can quickly revert it and use the insights to inform future decisions.
6. Can Help Increase Revenue
It can cost you a fortune to offer heavy discounts, create new products/services, or give out freebies every time to attract new visitors.
A/B testing helps you make the most of the existing traffic, as you optimize the sales pages using the test results. That way, you convert more leads (which means more revenue) without creating new deals or products.
How Does A/B Testing For Landing Page Work?
A/B testing is a well-thought-out yet simple process. Here’s how a typical A/B test runs:
Create a modified variant of your landing page and alter one element (the variable) that you feel may positively impact your conversion rate, like changing the size or color of the CTA button or using a different headline font.
Then, split the traffic among the original and modified versions, randomly assigning visitors to each in a 50/50 or 60/40 ratio.
Run the A/B test until you have a substantial sample size. Once that's done, compare the accumulated data from both versions to determine whether your alteration has a positive, negative, or neutral impact.
If the changes produce positive results, make the modified version your new go-to landing page. If they have a negative impact, just continue using the original one.
A/B testing is not a one-time activity. Instead, it’s an ongoing process involving incremental changes that fine-tune your page to achieve maximum conversions.
Every test you conduct holds value. Even negative results are insightful, as they reveal what works and what doesn’t.
Components Of A Landing Page That Needs A/B Testing
The decisions about what to test on your landing page carry much weight. Here’s a list of all that you can experiment with:
1. Principal Landing Page Visual
A hero image or video paints the picture of your landing page’s offer. It’s usually the first thing your visitor would lay eyes on. You could test different images or videos in your landing page variants to see which works wonders.
Let’s imagine you're marketing a fitness app. You could make three test versions with different visuals:
Version A: A product screenshot showing the app interface.
Version B: A snapshot of someone working out while using your app.
Version C: An illuminated, animated illustration of fitness-related icons like weights and timers.
You can track metrics like clicks, sign-ups, and time spent on the page to determine which visual resonates most with your target audience.
2. Landing Page Length
Some products or offers may require detailed and longer landing pages to convert more leads. Similarly, other products may not need such elaborate designs, which could give you the same conversion rates as a concise one.
The length of your landing page also significantly shapes the graph of your conversions. Test different length variations to determine how long or short the sales page should be in the future.
3. Headlines
Headlines can become a hook to grab visitors’ attention as they’re usually the first thing they see. A catchy one may appeal to them enough to stay, while a vague headline could repel visitors.
The only way to find out its impact is by trying various forms, like:
precise vs. lengthy headlines
positive vs. negative tones
benefits vs. problems format
professional vs. playful approach.
Fibr AI’s no-code editor lets you create multiple headline versions in a single-click. You can then run tests and keep the headline with the highest conversion.
4. Landing Page-Forms
Forms are one of the most prominent landing page elements in campaigns curated to generate leads.
However, only easy-to-understand-and-fill forms encourage users to fill them up.
When testing forms, experiment with their design, color, or number of fields.
Additionally, you can move the form up or down on the landing page. Some pages get the best results with a lead generation form displayed upfront. Other pages may succeed in a form fill-up only after thoroughly convincing the customer about their product or offer.
5. Product descriptions
If it’s a product landing page, your product description needs to make waves. Begin by crafting a description as the control or initial version, then slightly tweak it for the landing page variation.
For instance, try switching a long paragraph to sharp bullet points.
There are a few other things you may do to better the copy:
Experiment with unique words and quirky or witty phrases.
Highlight the problem your product may be resolving for customers.
Mention the benefits buyers may get by using your product.
Fibr AI lets you create unlimited versions of a landing page, each suited to unique search intent. This increases the chances of conversion and creates maximum impact.
6. CTA Buttons
CTAs are small but powerful triggers that encourage customers to take action, such as adding an item to the cart.
Since they're directly related to revenue, CTAs must be appealing and thoughtfully designed. You can experiment with their colors, content, and placement on the landing page.
For example, red evokes urgency, encouraging immediate action, while bright greens symbolize trust and positivity.
Take a look at Uniqlo’s “Shop Now” CTA, highlighted in bold red:
How To Perform A/B Testing For Your Landing Page?
The following step-sequence will help you conduct A/B tests for your landing pages and bring necessary changes:
1) Set Measurable Targets
Without proper vision, goals are like ships adrift at sea—lacking direction and unlikely to hit their destination. Before you can start A/B testing, the first thing to do is decipher what you’re trying to achieve.
Ask yourself why you need an A/B test. It could be because your landing page is underperforming or you aim for higher numbers.
Once your goals are clear, figure out the primary metric you'd work on. Most businesses want to improve their conversion rates. Others may have goals like lowering bounce rates or increasing sign-ups for their newsletter.
Either way, it's essential to have clear goals before beginning the tests.
Note: Your website needs sufficient traffic to do an effective A/B test. An A/B test calculator can help you find out the sample size and test duration you’ll need to fetch reliable insights.
2) Accumulate Valuable Data
The list of things you could change on a landing page is endless. You’ll have to nitpick some variables carefully to get the best results. Choosing random elements based on guesswork will only degrade your optimization effort.
Let’s say you change a lot of variables and get positive results. However, you won’t know what exactly caused the improvement.
Thus, use tools and strategy:
Tools tell tales
Leverage an analytics tool to assess your page's key metrics. For instance, the Engagement Rate in Google Analytics offers valuable insights into user interactions. A high engagement rate suggests users are actively scrolling, clicking, or exploring your landing page. Conversely, a low engagement rate may indicate that the content isn't resonating effectively. Compare these metrics across different page versions to identify which ones capture user attention and which may need enhancements, such as more engaging visuals or stronger calls to action (CTAs).
We recommend using Fibr AI to conduct your A/B tests. With Fibr AI, you can conduct unlimited A/B tests FOR FREE. With Fibr AI, you get:
Unlimited Free A/B Testing: Conduct and analyze A/B tests on any webpage at no cost—forever.
AI-Enhanced A/B Testing: Harness AI insights to optimize your website through smarter A/B testing.
AI-Powered Content Suggestions: Get AI-driven recommendations for alternative text to improve your website content.
Custom Text Personalization: Adapt webpage content to better resonate with your target audience.
User-Friendly Visual Editor: Design and adjust variations seamlessly using an intuitive WYSIWYG editor—no IT assistance required.
Simplified UI Element Editing: Quickly customize webpage UI components to match your design goals.
Preview Variations with Confidence: Review and confirm your changes before making them live, and much more.
Fibr AI also integrates with Google Analytics to track campaign results, attributed revenue, and experiments alongside all your visitor data.
See all of Fibr AI’s A/B testing capabilities now.
Track the user’s movement
Zone-based heat maps show you if there’s any heat between your brand and the customer! You learn much about their behavior when you can see where they’re clicking, scrolling, or moving to.
Are they stopping before hitting the vital spot, or if they’re clicking on some non-clickable elements? Such close-up insights tell you if your landing page is intuitive and useful for users.
Conduct surveys
Delve into your visitors' experiences and perspectives to truly understand their needs. Explore what draws them to your site, what frustrates them enough to leave, and what convinces them to make a purchase.
One effective way to do this is by engaging directly with your customers through surveys. Ask targeted questions to uncover their motivations, obstacles, and decision-making triggers. Consider integrating these surveys into your website, but avoid placing them on campaign landing pages, as they might distract users from completing a purchase.
The feedback gathered from these surveys can provide valuable insights into areas where your landing page could be optimized for better results.
3) Make A Testing Hypothesis
Once you’ve got the data in hand, you’re no longer entirely alien to users’ behavior and perceptions related to your landing page. Start creating a hypothesis on actions or changes that might improve your page’s stats.
A useful hypothesis is testable and hinges on reliable data or observations. It involves proposing a potential solution and predicting its outcome based on what you understand about your users.
Let’s say you replace the current headline with one that highlights a clear benefit (e.g., ‘Save 20% on Your First Order’). Your conversion rates will most likely increase as users will immediately see the value of engaging with your page.
What’s the idea behind this? It reveals that users respond better to concise, benefit-driven messaging, which can help them make quicker decisions.
Your hypothesis must be based on insights extracted from the previous steps. This should give you enough confidence to perform an A/B test to optimize your page.
4) Create Variants and Run the A/B Test
Based on your hypothesis, you can now create different, modified versions of the control and run the tests for sufficient time to compare and gather enough data about their performance. Give the test ample time to account for differences in visitors’ behavior.
5) Measure Impact
Once the test has run long enough, review the gathered insights to see which landing page version performed better. You can use available statistical tools to compare conversion numbers and other relevant metrics, like bounce rate, average time spent on the page, etc.
For example, check the conversion rates for both versions to compare their performance. Dig deeper into why the winning variant gave a better outcome.
You can even categorise your data in different audience segments, like traffic sources, demographics, or visitor behavior. It may reveal insights previously hidden under the heap of aggregate data and help you customise future optimizations accordingly.
6) Implement the Winning Version
Kudos! You’ve got a winner!
Go ahead and implement that version as your new landing page. Don’t forget to document the results of your A/B tests for future reference. To optimize further, keep testing new hypotheses. Regular A/B tests will systematically improve your conversion rates and guide better marketing decisions.
Key Metrics To Keep In Mind While A/B Testing Your Landing Page
Once you start testing out your landing pages, you need to be aware of ‘what’ to track. Here are some important metrics to track when A/B testing your landing page.
1. Click-through rate (CTR)
Click-through rate tells you the percentage of clicks on a particular link compared to the total number of times that link was displayed (known as impressions).
You can gauge how relevant clickable website props like CTA buttons and navigation links are to your target audience through CTR.
CTR = (Clicks / Impressions) x 100
2. Average session period
A session’s duration is the time a user spends on your website in a single visit. It measures every visitor’s session from the moment they land on the page to until they go inactive or leave.
Longer sessions mean people find your website informative or enjoyable, increasing the possibility of conversions.
To calculate, divide the total time spent in all sessions by the number of sessions on your site over a specified period (in this scenario, it’ll be the course of the A/B test).
Avg. session duration = Total session duration / Total sessions
3. Bounce rate
The bounce rate refers to the percentage of visitors who leave your website after viewing only one page without exploring further or clicking any links. These instances are called single-page sessions.
A high bounce rate can signal a lack of visitor interest or point to issues with your website's design or content. It provides valuable insights, allowing you to evaluate the effectiveness of your landing pages and test variations to improve engagement.
Bounce rate = Single-page sessions / Total sessions
4. Conversion rate
The percentage of visitors who convert or take the desired action on your site determines the conversion rate, one of the most crucial metrics for evaluating A/B test success. It could mean signing up for your service, clicking on a specific link, or purchasing a product.
Conversion rate = (Number of conversions / Total number of visitors) x 100
5. Abandonment rate
A popular metric in the e-commerce world, the abandonment rate shows how many tasks users start but don't finish, like leaving a product in the cart or dropping a survey midway.
Abandonment rate = (No. of intended tasks completed) / (No. of intended tasks initiated) x 100
For e-stores,
Cart abandonment rate = (No. of carts abandoned / No. of orders initiated) x 100
6. Retention rate
The retention rate is the percentage of visitors who return to your website or landing page after a specific period.
A/B testing different landing page variants provides valuable insights into which design or content drives higher customer retention. This allows you to optimize your sales page to build greater customer loyalty.
Retention rate = (No. of visitors returning within a timeframe / Total no. of users who visited the page in the same period) x 100
7. Scroll depth
When you want to know how far a visitor scrolls down on your site, you check the scroll depth metric. It unveils your landing page’s most engaging and drop-off points. This data lets you optimize your page for better engagement if needed.
Generate scroll maps to understand the scroll depth. Red represents the areas of your page where users are most engaged, while blue indicates low or no user interaction.
8. CSAT (Customer satisfaction score)
Customer satisfaction score gauges customer satisfaction with your product/service. This score helps you make strategic decisions about improving your landing page.
Plus, the CSAT scores for different A/B test page versions let you compare and tell which can stem more positive word-of-mouth referrals.
To Calculate CSAT, use a survey tool to ask shoppers a closed-ended question, like “Did our product solve your problem?" on your A/B test control and variant versions. Use a scale of 1 to 5 to record responses.
Use the percentage of positive responses (4 to 5) as your CSAT score.
CSAT = (Positive responses / Total responses) / 100
9. Average order value (AOV)
The average order value (AOV) reflects the average amount a customer spends on a single online purchase. This metric is crucial for assessing the effectiveness of an A/B test variant, as it indicates whether changes to a landing page have positively or negatively impacted customers' spending behavior.
If an e-footwear store, for instance, sees a hike in AOV after introducing a ‘BOGO’’ offer, it's a successful move.
AOV = Total revenue / Total no. of orders
Landing Page A/B Testing Mistakes To Avoid
You may slip and make some common mistakes as you conduct A/B tests for your landing pages. Below are a few things you must avoid to render your test error-free and successful.
Not having a clear hypothesis will leave you with a blurry idea of what variables you must change and why.
Failing to comprehend the customer’s perspectives or behavior: Making changes with a bleak understanding of your customer’s needs is like shooting arrows in the dark. You may not be able to captivate them enough to convert them.
Running a test before without enough site traffic: Low traffic means not getting enough insights into required information on customer behavior and other aspects.
Missing out on mobile traffic: If you don’t consider mobile app users or shoppers, you’re missing out on a big chunk of visitor traffic.
Testing many hypotheses together: Will confuse you about what exactly is responsible for the outcome.
Running the test for a very short period can leave you with insufficient data to draw conclusions and see any impact.
Making too many changes based on your results may result in overestimating the test implications. Take the slow and steady route when making data-based changes, as A/B tests only answer a narrow question, and site-wide modifications require more care and caution.
Landing Page A/B Testing Examples
Companies across industries have been successfully A/B testing their landing pages. Some such case studies with exemplary applications are mentioned below:
1. ACT
ACT Fibernet boosted customer acquisition by 25% and increased conversions by 12% with Fibr’s personalized A/B testing solutions. By tailoring Google search ad landing pages to match user intent—such as city-specific offers, keyword-driven content, and custom visuals—ACT made their campaigns more relevant and engaging.
Fibr’s no-code platform also optimized CTAs, resulting in a 6% lift in conversions while saving ACT valuable time. These changes not only enhanced ad performance but supported ACT’s goal of expanding beyond southern India, proving the power of personalization to drive growth.
2. Humana
A healthcare solution company, Humana, wanted to improve the performance of their homepage. They decided to experiment with a new CTA, colors, and visuals.
Old Homepage:
Image Credit: https://www.marquiz.io/blog/conversion-optimization-case-studies
The company switched the banner design to that of a billboard, while making it short and crisp by eliminating unnecessary text. They also included a more persuasive CTA with a much clearer and concise message.
New Version with a stronger CTA:
Image Credit: https://www.marquiz.io/blog/conversion-optimization-case-studies
Final result: The new banner got 433% more clicks than the previous one. This massive hike in clicks made them realize that a simple and concise banner with a clear and directional CTA increases visitor engagement and helps visitors see the purpose at first sight.
Make Fibr AI Your A/B Testing Companion
A/B testing is crucial for optimizing website performance and driving conversions, and Fibr AI's free, unlimited testing tool makes it easier than ever.
With an intuitive visual editor and AI-powered suggestions, you can easily create, run, and analyze A/B tests and gain valuable insights to boost your conversion rates. Its seamless integration with Google Analytics 4 and targeting capabilities further enhance its effectiveness.
Take your website performance to the next level with Fibr AI's free A/B testing tool—no credit card required. Start optimizing now and unlock higher conversions with ease. Try Fibr AI today and see the difference!
FAQs
1. What is A/B testing, and how does it improve my landing page's performance?
A/B testing is a method of comparing two versions of a landing page to see which performs better. By changing one element at a time—like a headline, CTA button, or image—you can identify what resonates most with your audience. This process helps enhance user experience, improve conversion rates, and reduce bounce rates, ultimately optimizing your landing page for better results.
2. What elements of a landing page should I focus on when conducting A/B tests?
Key elements to consider for A/B testing include:
Headlines: Test different tones, lengths, and formats.
CTA buttons: Experiment with colors, placement, and text.
Hero images or videos: Try various visuals to gauge audience response.
Forms: Adjust design, field count, or placement.
Landing page length: Test concise vs. detailed pages.
Fibr AI simplifies this process by allowing you to create and test variations effortlessly.
3. How long should I run an A/B test to get reliable results?
The duration of an A/B test depends on your website’s traffic and the significance of the changes you're testing. Generally, you should run the test long enough to collect data from a substantial sample size. Tools like A/B test calculators can help estimate the optimal duration for statistically reliable results.
4. Why should I choose Fibr AI for A/B testing over other tools?
Fibr AI offers free, unlimited A/B testing with features like:
AI-powered content suggestions to optimize your landing page.
No-code editor for easy design and testing.
Google Analytics integration for comprehensive insights.
Custom text personalization to tailor content for diverse audiences.
These features make Fibr AI an accessible and effective tool for enhancing your landing page performance.
