5 Conversion Rate Boosting Landing Page A/B Tests To Run

5 Conversion Rate Boosting Landing Page A/B Tests To Run

Focused on a single goal to drive your conversion rate, landing pages are crucial to any digital marketing strategy. Even if your landing pages are working, regular updates can help increase their effectiveness and get you the results you need. Here’s a breakdown on A/B testing and what tests you should try to improve your landing page’s conversion rate.

WHAT IS LANDING PAGE A/B TESTING?

Landing page A/B testing helps compare two versions of a landing page to determine which one works better. With A/B testing, strategists create two versions of a landing page (usually referred to as “version A” and “version B”) and run them simultaneously to see which one gains more traffic. Once the pages run long enough to collect definitive data, you can then implement the “winning” page to help improve your search results.

A/B TESTS TO RUN TO IMPROVE CONVERSION RATE

Nearly every aspect of a landing page can be updated to run A/B tests that will improve conversion rate. Here are the five most common tests you can run: 

  1. Visual Variant: Most landing pages have a “hero image,” which is a compelling visual that helps tell your story. You may want to try running a video element instead of a static image to see whether that’s more effective. You can also test different types of images, such as illustrations, against actual photographs.
  2. Headline: The headline is arguably the most important part of your landing page. It’s the first thing your visitors see, and it’s usually what will determine whether or not they’ll engage. There are several different tests to run with your headlines, such as the number of words, tone or voice that are used. Try switching things up to see what works.
     
  3. Landing Page Length: Length is another important aspect of landing pages. While long landing pages are helpful for laying out crucial details, they may be more effective with less information. Run a short, concise landing page alongside a traditional one to see which length audiences prefer.
  4. Order: Most landing pages follow a structural order of headline, image, details and form. However, there isn’t a single winning formula for the order of these elements. Try running the exact same information, but change the way each element is placed to see if it makes a difference.
     
  5. Call-to-action: Your call-to-action (CTA) button is ultimately what will generate a conversion. Running A/B tests on your CTA button is one of the most common tests to run. Most CTA A/B tests involve changing the shape, color, placement, text size or overall language used on the button. Getting the CTA right can be the difference between a bounce and a conversion.

IMPROVE CONVERSION RATE WITH A/B TESTING BY THINK INTEGRATED

Ultimately, the more A/B tests you run, the more accurate your data becomes. Refining your landing page through several rounds of A/B testing allows you to create the most effective landing page that generates the best possible results. If you’re looking to run A/B tests on your landing page to improve conversion rate, partner with the professionals at Think Integrated. We can help you improve conversions through detailed and targeted testing and campaigns. Contact us today to get started.