Your landing page is your digital salesperson. It works 24/7, but is it saying the right things? Landing page A/B testing is how you turn a mediocre page into a conversion machine. Here are 15 tests that consistently move the needle.
The Anatomy of a High-Converting Landing Page
The most important element. You have 3 seconds to capture attention.
Visual + value proposition. Shows what you offer and why it matters.
The action you want visitors to take. Button copy, color, placement.
Testimonials, logos, numbers. Builds trust and reduces risk.
Where conversion happens. Every field is a potential drop-off point.
Tests 1-3: Headline Optimization
Your headline determines whether visitors read on or bounce. It's responsible for up to 80% of your page's effectiveness.
Test 1: Benefit-Focused vs. Feature-Focused
Feature (Weak)
"AI-Powered A/B Testing Platform"
Benefit (Strong)
"Double Your Conversion Rate in 30 Days"
Typical lift: 20-40% when switching from features to benefits
Test 2: Specificity
Vague
"Improve Your Marketing"
Specific
"Get 47% More Leads from Your Landing Pages"
Specific numbers build credibility and set expectations
Test 3: Headline Length
Test short (5-7 words) vs. long (10-15 words). Short works for simple products; long works when you need to explain value.
Rule of thumb: If your product is well-known, go short. If it's new/complex, go longer.
Proven Headline Formulas to Test
[Action] + [Benefit] + [Timeframe]
"Build landing pages that convert in minutes"
[Number] + [Outcome]
"10x your conversion rate"
How to [Achieve Goal] without [Pain Point]
"How to increase signups without redesigning your site"
[Question that resonates]
"Tired of low conversion rates?"
Tests 4-6: Hero Section
Test 4: Image vs. Video vs. Animation
Test static hero image vs. product demo video vs. animated illustration. Videos can increase conversion 80%+ but may slow load time.
Test 5: Human Faces vs. Product Shots
Humans are drawn to faces. Test showing people using your product vs. product-only shots. Faces looking toward your CTA can direct attention.
Test 6: Above-the-Fold Content
Test what appears before scrolling: CTA above fold vs. below, amount of text, inclusion of social proof. 80% of attention goes to above-the-fold content.
Tests 7-9: Call-to-Action
Test 7: CTA Copy
The words on your button matter more than the color. Test these variations:
"Sign Up"
Generic
"Get Started"
Action
"Start Free Trial"
Value + Action
"Get My Free Report"
First Person
Test 8: Button Size and Color
Make your CTA impossible to miss. Test larger buttons, contrasting colors, and whitespace around the button. The button should be the most visually prominent element.
Don't obsess over button color. Copy and placement matter more. But do ensure high contrast with your background.
Test 9: Single CTA vs. Multiple CTAs
Test one clear CTA vs. multiple options. For most landing pages, one CTA performs better. Multiple CTAs can cause decision paralysis.
Tests 10-12: Social Proof
Test 10: Type of Social Proof
Different audiences respond to different proof types:
Customer Logos
Best for B2B, enterprise sales
Testimonials
Best for emotional decisions, B2C
Numbers ("10,000+ users")
Best for establishing credibility
Star Ratings
Best for products with reviews
Test 11: Placement of Social Proof
Test social proof near the CTA vs. in a separate section. Placing testimonials next to your signup form can reduce anxiety at the moment of decision.
Test 12: Specificity of Testimonials
Test generic praise vs. specific results. "Great product!" is weak. "Increased our conversion rate by 34% in 2 weeks" is powerful.
Tests 13-15: Form Optimization
Test 13: Number of Form Fields
The #1 form optimization. Every field you remove increases conversions:
6+
fields
Low CVR
4-5
fields
Medium
2-3
fields
Good
1
field
Best
Test 14: Multi-Step vs. Single-Step Forms
If you need many fields, test breaking into steps. Multi-step forms often convert 20-30% better because they reduce perceived effort and create commitment.
Test 15: Inline Validation
Test showing validation as users type vs. on submit. Real-time validation reduces form abandonment by catching errors early.
Landing Page Testing Checklist
Start Testing Your Landing Page Today
You don't need to run all 15 tests at once. Start with your headline and CTA—these two elements alone account for most of your page's performance. Then work through the list systematically.
Remember: a well-optimized landing page compounds over time. Every visitor you convert today becomes a customer who refers others. Start testing, and watch your conversion rate climb.