How to Successfully Run A/B Tests on your Landing Pages

Published on by Lewis Crutch

Every company wants to achieve the highest conversion rates possible, but how can this be achieved if you are unsure of what your website users are receptive too?

Through A/B testing, it affords you an invaluable insight into the techniques of users on what they are engaging with when they visit your website.

It’s a split test which requires two different versions of a similar landing page to be tested against each other a number of times,  to see which version is ultimately better for a websites user experience, but also which one has the most engagement and highest conversion rate.

How to do A/B Testing?

To test which of your landing pages is more successful, you need to create two different versions and designs of it- A and B. They should both be different to one another in terms of content, layout, and the design of the page for your to see which one of them holds the most engagement with the user, and encourages them to stay on the site. You can measure the sites performance through conversion rates, bounce rate and average time spent on the page.

What do you want to Test and Why?

The goal is to see which of the pages gives your website the highest conversion rate. You have to take into consideration what you actually want to test to see which works to encourage the visitor to stay on the site. Although each test is unique, many of the same factors are ticked off through A/B testing including your call to action (what is it about this that’s attraction visitors to it), the headline, promotional offers, product descriptions, and the amount of copy that’s on the site.

Create Alternatives to Landing Pages

It’s important for your landing pages to sample a variation of content, layout and design. Try using a range of different texts, or images across the page. If you find through referral traffic that your call to action is more prominent being position on another part of the landing page, tweak the design to fit, inline with the user behaviour rather than placing it somewhere it will be overlooked.

Test Again and Again

Once you know which of your landing pages has continued to be most successful, continue testing it to find out how you can optimise it further for future user experience. Once you have discovered which techniques work on your site, you can continue making it better for your visitors, and eventually you’ll have a fully optimised successful landing page.

Implement the Winner on Other Landing Pages

The technique, and page which has proven to be more successful should be featured around other landing pages on the website. Use what has worked, for example, if having the call to action of the left hand page worked, implement this on other pages. As a result of the testing, you’ll be able to identify the behaviour of your user and be able to predict how others will also engage.


A/B Testing is an ongoing process which needs to be constantly aligned with evolving users behaviours.  By continuing to guide you visitor to the call to action, you will find it successful.