Use A/B testing of landing page components to understand customer behavior

Your landing page copy, design, and CTA explain your offer and entice users to investing in your offerings. Test the landing page components and act accordingly to improve your conversions.

Martin N. Gregersen

19 July, 2019

Landing pages are, without a doubt, one of the most significant parts of your inbound marketing strategy, so you must take all the necessary steps to ensure that you are using the ones that are likely to engage your visitors in a better way. Your landing page must have the potential to convert visitors into loyal customers. They should have all the necessary components that make it easier for visitors to arrive at the right conclusion that your offer is worth relying on; this trust is what helps in driving your growth.

Once customers start trusting you, they opt for your products and services over and over again. In short, once you start gaining the trust of your customers, selling your products and services becomes simpler for you.

Considering that the competition is increasing with each passing day, most businesses invest in landing pages; however, not all of them get the desired results. There is no doubt that digital marketing professionals have a lot of hope from landing pages when it comes to gathering more leads and increasing the conversion rates, but not all of them experience similar results. Do you know why? Well, it depends on how effectively they have designed their landing pages.

If your landing page is not up to the mark, you will not get the kind of benefits you are looking to obtaining. Therefore, it’s essential for you to conduct A/B testing for your landing pages.

Do you know what A/B testing is? Well, if you are not aware of it, let’s describe it for you. A/B testing is nothing but a practice of comparing different versions of the content created for the same landing page.

For example, if you have created the content for your landing page, but you are a bit confused about whether the subheadline that you have created is worth it or not, then you can change it a bit and run an A/B test to figure out which version is more effective.

A/B testing is nothing but a practice of comparing different versions of the content created for the same landing page.

A/B testing your landing page will help you figure out which version of the content was successful in engaging your customers, the earlier version or the one in which you changed the subheadline a bit.

A/B testing landing pages is the process of identifying the best version of your landing page so that you can use it for getting the intended outcome.

Most marketers think that both A/B testing and split testing are the same thing, which is incorrect. They are two different practices. As you already know what A/B testing is, let’s throw some light on split testing to clear up your doubts. Split testing helps in testing two different landing pages.

So when it comes to figuring out whether the content that you have created for your landing page is up to the mark or it needs some modifications, then you should go for A/B testing.

Here are some of the crucial landing page elements for which you should consider running A/B tests.

Landing Page Layout

If you want to know whether you have arranged all the components properly on your landing or they need some rearrangement, then you should consider A/B testing your layout. Considering that your landing page layout plays a considerable role in grabbing the attention of your visitors, you should never underestimate the significance of running an A/B test for it. It will help you use the best version of your layout.

You can consider shortening the length of the content, put it in bullet points, or use more subheads.

If making slight changes in the arrangement of the components help in improving visitor engagement and increasing conversions, then you should go for the tweaked version of your layout.


The headline of your landing page is, unquestionably, one of the most critical components that play a considerable role in grabbing the attention of the visitors. Considering that it’s the first thing that they observe in your landing page, it has to be extremely attractive; there are no two ways about it.

So before you pick the final version of your landing page, it’s essential for you to A/B test your headline. Tweak it a bit or change it entirely to figure out which version performs the best. If the tweaked version of your headline is performing better, then you should go for it. However, if you are observing an increase in the bounce rate after changing the headline, then you should stick to the earlier version.

Photos & Videos

Do you know that human beings respond better to images and videos? If you have even the slightest doubt in this, let’s make it clear for you that it’s correct. We process visual data 60,000 times faster than the information that reaches our brain by processing texts. Therefore, it’s highly essential for you to give the necessary importance to photos and videos on your landing page.

Use attractive photos and informative yet compelling videos on your landing pages. However, before you finalize them, it’s essential to run A/B tests for them. You can test different photos against one another, or try the various versions of the same image to figure out which one is more effective in terms of engaging visitors.

Similarly, you can either test the different versions of the same video or test two entirely distinct ones to discover which one is increasing the clickthroughs.

Call-to-Action Button

You should also consider A/B testing your call-to-action button because that plays a significant role in increasing your conversion rate. It’s your call-to-action button that eventually helps visitors to take action; therefore, it must be compelling. So try testing different colours and call-to-action phrases to figure out the one that suits your needs in the best way possible.

Lead Generation Form

Conduct A/B test for the lead generation form because it helps in gathering leads, which eventually allow you to increase your conversion rate. You won’t be able to proceed ahead if you don’t have them. In other words, if you fail to get the leads in the first place, you can’t think about conversions.

Run A/B tests for various layouts or test distinct versions of the same with a bit of tweak to discover which is more effective.

However, if traffic on your website is too low, you won’t be able to conduct the A/B test effectively. Even if you run them, you won’t get the kind of data you are looking forward to getting, which means you won’t be able to make informed decisions.

In that case, you should try to discover why you are unable to generate the leads, and whatever little you are gathering, why you are failing to convert them. Carry out in-depth research about it. If you want to generate more leads, you must be aware of the likings and dislikings of your potential customers.

Figure out more about their behaviour, interests, and the kinds of products and services they prefer. It will help you put your marketing efforts in the right direction.

You can use a heatmap for getting a comprehensive understanding of the behaviour of your visitors. It will help you figure out how they interact with the components of your webpage.

Here is What You Should Keep In Mind While Conducting A/B Tests

  • Make sure that you run just one test at a time; otherwise, you may find it tough to interpret the results
  • Consider A/B testing one variable at a time for getting a clear understanding
  • Test all the essential components such as headline, videos, photos, and call-to-action, etc., one by one
  • Have only one success metric for measuring the results

Lastly, if you think that it’s too much of a work, we ensure that you will get spectacular results for your efforts.

If you want your business to ride the wave of digital marketing, it is important to choose your ‘partner in success’ wisely. Contact us to learn more. mr noe OÜ is a landing page design agency from the digital nation of e-Estonia, named ‘the most advanced digital society in the world’ by Wired.

mr noe is on a mission to uplift humanity and align with equally purpose-driven entrepreneurs by implementing automation strategies. We build automation systems that replace processes that require neither human empathy nor intelligence.


Q. What Is A/B Testing?

A/B testing is the process of testing the two or more versions of content which is designed for the marketing assets like web pages, emails, etc.

Q. A/B testing is necessary for landing pages or not?

It is the best testing method to check the most effective content for the landing pages.

Q. Why you have to perform A/B Test of Landing Pages?

It will help in judging the landing page that will have the most number of clicks. Also, it will help in decreasing the bounce rate and improve the number of conversions.

Q. Which Elements Of Landing Pages Needs To Be A/B Tested?

Landing page layout, headline, images, videos, CTA button, and lead generation form must be A/B tested.

Q. How to Choose the Best Landing Page Agency For A/B Testing?

While Picking the Landing page Design Service Company for Your Business, you should consider the Experience, Reputation, Work Quality, Customer Service and Cost. Read More

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