How do I use A/B testing to improve landing page performance?

A/B testing lets you compare two versions of a page (or element) to see which one performs better. You begin by identifying one variable to test: headline, CTA text, image, form layout, etc. Use a tool like Fibr to serve each version to a portion of your audience. Make sure you run the test long enough to reach statistical significance; don’t jump to conclusions too early. After you get results, apply the winning change, then move on to test the next piece.