Because there are so many variables in converting a sale or lead off of a landing page, it can be hard to pinpoint what to split test.
Possible variables to split test with landing pages:
- Conversion goals -If your landing pages include multiple goals, CTAs, or offers, try testing a version of the landing page with only one offer.
- Attention ratio – The attention ratio is the number of links on the page compared to the number of conversion goals. Ideally, you want a 1:1 ratio. Test out removing all other links like social media, internal, and footer links.
- Message match – Test how closely your LP’s messaging and visuals match where your visitors originated from (ads for example).
- Offer – Play with variations that have more urgent or valuable discounts.
- Forms – You can test pretty much anything on forms! The microcopy, required fields, and columns are just some of the variations.
- CTAs – Copy, color, button-type, triggers, hovers, and placement are popular things to test.
- Social proof – You can test if you want any reviews or data present at all, how they look, and how many.
- Layout – Your visual hierarchy, placements, and contrast play a huge role for page conversions and bounces so test out layouts with your existing content or rethink your structure entirely.
- Headline – Don’t assume your copy is finished until the fat A/B tests sing.
- Design – Test an image change or palette variation, but be careful testing out too many design elements at once.
- Copy – We talked about CTAs, goals, and headlines. But you may need to test your overall tone, writing style, and formatting.
Remember, A/B tests isolate a single variable, multivariate tests do multiple at one time. Work systematically if you are choosing to go the multivariate route. Check out the full post by KlientBoost for more testing tips!