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7 Landing-Page Tests to Drive More Conversions

October 12, 2020
Joydeep Bhattacharya
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All landing-page tests have a common goal: to persuade visitors to take action. 

Some of the actions that you might want your visitors to take include:

  • Click on a button
  • Fill up a form
  • Watch a video
  • Buy a product
  • Call your sales team
  • Subscribe to an email list
  • Download an ebook etc. 

Every landing page might not behave in the same manner. Some will generate good conversions, while others might fail to attract user actions. 

This is where testing comes in. Landing-page testing ensures you display the highest converting landing page before the visitors to maximize your chances of conversions.

We’ll review the best landing-page tests to increase conversions. Let's start with the basics first, however. 

What Is Landing-Page Testing?

Landing-page testing is the act of running a series of experiments on different versions of landing pages to find a winner — namely the page that gets the highest conversions or goal completions during the experiment. 

Landing-Page Tests: 2 Approaches

There are 2 approaches to landing-page tests you should consider:

  • A/B Tests
  • Multivariate Tests

A/B Testing

A/B testing, also referred to as split testing, is a methodology where 2 landing page variants are created: the A variant and the B variant. Half of the traffic is sent to the A variant while the other half is displayed the B variant. 

Data is gathered after the completion of the test to identify a winner variant. The winner is decided based on the number of conversions. For example, if the ‘A variant receives more conversions than the B variant, then A is declared the winner.

Example of an A/B Test

Let's say you’re the owner of a bakery shop and you’re running Google ads to bring traffic to your cakes landing page. 

Your current conversion rate is 5% and you want to increase it. You decide to test if adding the words “Guaranteed 6-hour delivery” in the headline impacts the number of conversions. 

You create another variant of your landing page (the B variant) and add the words “Guaranteed 6-hour delivery” in the headline. You didn't make any changes to your A variant. 

Now, you split your existing traffic into 2 parts, sending 50% of the traffic to variant A and 50% to variant B. 

After running the test for a specified time, let's say 30 days, you find out that the B variant outperformed the A variant with a 7% conversion rate. You can replace A with B as your landing page. 

Multivariate Testing

Multivariate testing is similar to A/B testing as it uses the same mechanism. However, more than one element is tested under multivariate testing and different variant pages are created to run the tests.

The winner, of course, is based on the number of conversions. 

For example, if the C' variant receives more conversions than the A, B, and D variants, then C is declared the winner.

Example of a Multivariate Test

Taking the bakery shop example from above, let’s suppose you wish to test more than one element of your landing page to speed up conversions. You create 2 or more variants of your landing page for testing the elements. The below table gives you a better idea of the types of variants, testing elements, and conversion rates.

Page VariantsElement 1 - HeadlineElement 2 - OfferConversion RateVariant ABuy delicious cakes onlineFree 6 hour delivery4%Variant BMouth-watering cakes for all occasionsBuy one get one free8%Variant CSend cakes to your loved ones (free delivery)Get flat 20% discount3%Variant DBest cake delivery services in Dothan50% cashback on all orders2%

After running the test for a specified period of time, you find out that the B variant outperformed all the other variants with an 8% conversion rate. Based on the data, you can make the B variant your landing page. 

Instead of getting 4% conversions, you can now enjoy 8% conversions on your landing page while the traffic and ad spend remains the same.

Checklist Before You Start Your A/B Tests

Before you start your A/B tests, you need to prepare a checklist of items as given below:

  • Proposed hypothesis
  • Measurable conversion goals
  • A/B testing software
  • The time required to run the test
  • Traffic estimation for the test
  • Different landing page variants with proper documentation

How to Test Landing Pages to Fuel Conversions (7 Approaches)

Building the strongest landing pages require rigorous and regular testing. The testing process should be iterative — run a test, measure the results and deploy the winning element. 

The only way to convert your visitors into paying customers is to start testing your landing pages. 

Here are the top 7 types of tests that you should run to test your Google Ads landing pages for maximum conversions:

1. Headline Tests

Headlines are the most crucial element of your landing page. Under headline testing, you test several variations of your main headline to identify which one performs the best. 

Headline test ideas:

  • Test the clarity of your headline. Does your visitor instantly understand what your offer is all about, or are they left trying to put 2 and 2 together?
  • Test the consistency of your headline. Is your ad saying one thing and your landing page talking about another thing? If it's different, then this is a major turn off because the only reason they came to your landing page is that they connected to your ad.
  • Use headline analyzing tools to test several headline variations depending on different parameters like emotions, use of passive language, engagement score, impression score, etc.
  • Match the user's needs in your headline.
  • Use the exact target keyword in your headline.
  • Offer solutions in your headline that promises ease.
  • Check your competitor headlines to find even more ideas.

Headline test KPIs:

Some KPIs for headline tests are:

  • Clicks on links
  • Clicks on calls to action (CTAs)
  • Clickthrough rate
  • Bounce rate
  • Conversions
  • Average reading time

Headline test example:

Take a look at the headline on the landing page of Benchmark email. It focuses on the problem that most email marketers face and that is speed. Users visiting their landing page can quickly relate to the problems they have. 

They can even imagine the solution offered leading to increased conversions. Two powerful desires — “speed” and “growth” — are covered in the main headline and the subheading. 

Here is a headline example from Benchmark Email..
Source: Benchmark Email

Here is another great headline example from RentoMojo. It is focused on the exact need of the audience and offering an instant solution. 

Here is a headline example from RentoMojo.
Source: RentoMojo

2. CTA Tests

Just because your offer sounds good doesn't mean your potential customers will get it. They have to be motivated to purchase your products. 

What your CTA button says influences their final decision of taking that leap. Is your CTA encouraging them to click or discouraging them? You need to test it out.

CTA Test Ideas

Here are some of the CTA test ideas that you can use to improve your site conversions:

  • Test multiple CTAs on a page. 
  • Change the location of your CTA button.
  • Test a subhead CTA to boost your message.
  • Revise the CTA text by replacing it with different variations. 
  • Test your CTA with different colors, fonts, shapes, and sizes.
  • Replace buttons with hyperlinks.
  • Test a hover effect on the color of the CTA button.


Some KPIs for CTA tests are:

  • Clicks on CTA
  • Conversion rate
  • Goal completions

CTA Test Example

This landing page from grptalk is a strong example of a CTA that offers no commitment from the user's end. When you have the words “free” in your CTA, you encourage most of the visitors to try your product. 

Also, notice how the company has used just 2 CTAs on the page. Both the CTAs are leading the visitors towards conversion. There are no other clickable links on the page. 

This landing page from grptalk is an excellent example of a CTA that offers no commitment from the user's end.
Source: grptalk

3. Main Content Tests

Check the main content of your landing page to see if it matches the user intent. Many marketers make the mistake of testing CTAs, headlines, and images but fail to test the landing page's actual content. 

Remember, people nowadays like to read every part of the content to understand your products or service before showing interest. Hence, a content test should be a part of your landing page A/B testing strategy.

Main Content Test Ideas

  • Test the length of your content on your landing page. Is a shorter length leading to higher conversions or long-form content taking the lead?
  • Be creative and test the presentation of content in various styles. For example, tabular versus non tabular content, bullet list vs. numbering, etc.
  • Test whether the addition of keywords at the start of the main content body makes any difference?
  • Shred the fluff and only point out the most important stuff that page visitors would be interested in.
  • Test the use of transitions to illustrate the information.
  • Measure if having a message from your chief executive has any impact on the conversions
  • You can also test whether improving your content's readability using the Flesch-Kincaid score as a metric helps visitors stay on the page for a more extended period.

Content Test KPIs

  • Bounce rate
  • Conversions
  • Average reading time
  • Average time on page

Main Content Test Example:

Here’s an example of a landing page from web-hosting company GreenGeeks that offers a comprehensive overview of all their hosting packages. Notice the use of bold fonts, bullet points, icons, CTA, etc. The content is easy to read and easy to scan. It persuades the visitors to try the pro plan. 

Here’s an example of a landing page from web-hosting company GreenGeeks that offers a comprehensive overview of all their hosting packages.
Source: GreenGeeks

4. Design Tests

If your landing page isn't optimized for mobile users, you are losing more than half of your potential conversions.

Design Test Ideas

  • Test the design of your pages on three fronts. Is your page mobile friendly? Is it accessible to people with disabilities? And Is it fast to load? 
  • Sectionalize your landing page, break it down into different places for easy comprehension.
  • Test the use of layouts, headline color, headline fonts, background color, font sizes, and font weights.
  • Add a healthy amount of white space between various elements, especially CTA text, to measure the impact on conversions.
  • Test different icons and symbols to condense information.
  • Measure the impact of images on conversion.
  • Similarly, test the impact of videos on conversion.

Design Test KPIs

  • Bounce rate
  • Conversions
  • Average reading time
  • Average time on page
  • Clicks on CTAs
  • Clickthrough rate

Design Test Example

Insurance company Progressive features a great example of an effective landing page. The page has all the essential elements like a smiling model, brightly-colored CTA, and easy to fill lead capture form.

Progressive features a great example of an effective landing page.
Source: MediaPost

5. Social Proof Tests

Reviews have always been powerful for all businesses. People need to be assured that other people have used the product or service you are selling because this increases the trust of the brand.

To do this test, add testimonials from real people with detailed reviews on how your business or product helped them accomplish their goals.

Social Proof Test Ideas

  • Detailed vs. concise reviews.
  • Testing with a picture of the reviewer. 
  • With testimonials vs. without testimonials.
  • Video reviews vs. text reviews.

Social Proof Test KPIs

  • Bounce rate
  • Clicks on CTA
  • Conversion rate
  • Goal completions
  • Average reading time
  • Average time on page

Social Proof Example

Here is a social proof example from Unbounce. The landing page has an image of the user, along with a detailed review of the software. Interestingly, the review mentions the exact percentage of conversions increased after the software was used. Notice the use of the bold font to highlight the results. It’s no wonder that landing pages having user reviews like these convince the users to try the product you are selling. 

Here is a social proof example from Unbounce.
Source: Unbounce

6. Lead Capture Form Tests

The layout of your forms matter. If it's ambiguous, all over the place, and ridiculously long, then be ready to get high bounce rates.

Your lead capture forms should be: 

  • Easy to fill: Don't ask too many questions. This is a big turn off.
  • Clean: Keep it simple and uncluttered to not confuse your audience.
  • Catchy and visually appealing: The more vibrant your lead capture form is, the higher the chances of conversion.
  • Including a progress bar: This will remove the overwhelming feelings and let your audience know that they are almost done filling the form.

Lead Capture Form Test Ideas

  • Shorten the form and cut down the number of fields to note down any significant changes in the number of conversions.
  • Change the design of your form so that it doesn't look like a form.
  • Use clickable elements instead of asking users to fill the form.
  • Test the field text and include an image of a real person so that the process looks conversational. 
  • Include social logins for an easy signup process.

Lead Capture Form Test KPIs

  • Conversion rate
  • Goal completions
  • Clicks

Lead Capture Form Example

This example from BrandCrowd displays an easy to fill lead capture form that asks for an email from the visitor to get started. Moreover, the tool can be used freely so that the user can get an idea of how the software works before they can subscribe to it. 

Chances of conversion increases when you create minimalistic lead capture forms that persuade the visitors to try your product. 

This example from BrandCrowd displays an easy to fill lead capture form that asks for an email from the visitor.
Source: BrandCrowd

7. Offer Tests

Are you directing your website visitors to multiple offers and actions to take, is it filled with several promotional links?

If the answer is yes, then you are losing your prospective customers. You need to isolate their attention and focus it on a singular offer.

Every information on the landing page should support that offer. Doing so will undoubtedly increase your conversions because they can fix their attention on one offer.

Don't distract your site visitors with unnecessary and irrelevant promotional links from the lead capture forms.

Offer Test Ideas

  • Test single offer vs. multiple offers
  • Test the offers that generate the maximum conversions like discounts, free shipping, money-back guarantee, cancel any time, fast shipping, free consultation, setup guides, etc.
  • Change the placement of your offers like displaying it in the headline or the CTA text
  • Use psychology principles like scarcity with your offer
  • Test the use of numbers vs. no numbers in your offer
  • Show offer with testimonials vs. without testimonials 

Offer Test KPIs

  • Conversion rate
  • Goal completions
  • Clicks
  • Bounce rate

Offer Test Example

Here is an example from fashion brand Asos that displays an offer above the fold. The offer is clearly visible to persuade visitors to purchase the products. 

Here is an example from fashion brand Asos that displays an offer above the fold.
Source: Asos

Landing Page Success Metrics

The success of a landing page depends on top metrics like:

  • Pageviews
  • Time spent on time
  • Bounce rate
  • Conversion rate (both for new visitors and returning visitors)
  • Number of goal completions
  • Interactions per visit
  • Value per visit
  • Cost per conversion

Make sure to track all the success metrics to generate the maximum ROI on your marketing campaigns.

Remember, regular testing ensures your landing pages continue to generate the highest conversions and marketing campaigns deliver the maximum ROI. Happy testing.


Joydeep Bhattacharya

Joydeep Bhattacharya is a contributing writer who specializes in search engine optimization. He studied computer applications at Punjab Technical University in Jalandhar, India.

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