What to A/B test on your landing page to boost conversions

A/B testing landing pages reveals what actually drives users to act. Without structured testing, most

marketers rely on guesses, which reduces performance and wastes valuable traffic.

Testing gives you direct insight into user behavior and supports data-driven decisions.

Why A/B testing matters for landing pages

Understand why A/B tests are so important for landing pages. Image: Reproduction

Landing pages aim to convert visitors into customers or leads. Even small changes in design or copy affect results significantly. Instead of redesigning the entire page, marketers use A/B testing to compare two versions of a single element and determine which one drives more conversions.

This approach helps you make changes based on real evidence. When your traffic is expensive or high-intent, every gain counts.

Key elements you should A/B test

You can’t assume that what works for one campaign will succeed in another. Focus your A/B tests on components that directly impact user action:

• Headline: Try different value angles, emotional hooks, or problem-focused messaging. The headline often determines whether users stay or leave;

• Call-to-action buttons: Experiment with size, placement, and copy. Actionable phrases like “Start My Free Trial” often outperform vague commands;

• Hero images or videos: Visuals shape emotional reactions. Alternate between product-focused images, lifestyle visuals, or motion backgrounds;

• Form fields: Simplify forms to reduce friction. Test removing unnecessary inputs or changing the layout to improve flow;

• Copy and value messaging: Emphasize benefits, address concerns, and test bullets instead of dense paragraphs;

• Page layout: Adjust the structure of your content. Place CTAs higher, move testimonials closer to the offer, or test a simplified layout;

• Social proof: Shift where you display customer logos, trust signals, or quotes. Test the impact of quantity and style.

  
  

Each test provides insight into what makes users more likely to take action.

How to prioritize your landing page tests

Start by understanding your user data. Use scroll depth tools, heatmaps, and session replays to identify weak spots. If users bounce quickly, your offer or copy likely fails to capture interest. If they stall at your form, it may seem complicated or unnecessary.

Prioritize tests that influence conversion paths. Focus first on high-impact areas rather than superficial design tweaks.

Begin with:

• Pages that receive high traffic;

• Elements that block conversions;

• Areas where users drop off in large numbers.

Test one variable at a time. That way, you learn exactly what caused the result.

Tools for A/B testing landing pages

You don’t need custom code to test effectively. Use proven tools that let you launch experiments and analyze results without friction.

• Google Optimize helps with simple split tests

• VWO offers segmentation and heatmaps

• Optimizely handles complex testing at scale

• Unbounce and Instapage allow for rapid page creation with testing built in

Choose your tool based on the size of your campaigns and the level of control you need.

Common mistakes to avoid in A/B testing

Many teams waste time because they lack a testing strategy. Avoid errors that skew results or delay growth:

• Testing several elements at once, which muddies insights

• Ending a test before reaching statistical confidence

• Overlooking user intent or segment differences

• Making changes based on opinion, not data

• Running tests without a hypothesis or clear goal

Testing only works when the process stays focused and repeatable.

How to measure the success of your tests

Use metrics that reflect your actual goals. A high conversion rate means little if it comes from low-quality leads. Instead of tracking one number, observe how users behave after the test ends.

Track:

• Form completions;

• Product purchases;

• Email opt-ins;

• Click-throughs to key next steps.

  
  

Review supporting metrics as well, such as time on page, bounce rate, and exit behavior. These show whether users felt confident enough to act.

Final Thoughts

Landing page A/B testing helps you grow based on facts, not assumptions. It reveals what convinces your audience and what pushes them away.

Test with intent. Use data to build smarter experiences. Focus on clarity, simplicity, and relevance. Results will follow.

Ready to optimize with real impact?

Como to Prest Digital. Image: Reproduction

If you want expert support to design, test, and improve your landing pages using proven conversion strategies, talk to the specialists at Prest Digital.

They help brands grow through performance-driven strategies, smart testing, and real results.