How To A/B Test A Landing Page

A/B testing sounds technical, but it’s pretty simple when you break it down. If you’ve got a landing page and you’re not sure why people are bouncing or not converting, A/B testing can help you figure that out. Think of it like experimenting with two versions of a recipe same dish, slightly different ingredients. Which one do people like more? That’s what we’re about to find out.

In this guide, we’ll walk through what A/B testing is, why it matters, how to set it up, and how to use the results. No fluff, no jargon, just the stuff you need to know.

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What Is A/B Testing?

A/B testing (also called split testing) is when you create two versions of something, like your landing page, and see which one performs better. Version A is usually your original (the control), and Version B has one change, like a different headline or call-to-action button.

Then, you send some of your traffic to version A and some to version B. After a set period or after enough visitors have seen both pages, you compare the results to see which version converted better.

That’s it.

Why Bother With A/B Testing?

You might be thinking: “Can’t I just go with what looks better to me?”

Sure, you can. But looks don’t always equal results. What makes sense to you might not click with your visitors. A/B testing removes guesswork and shows you what works based on real behaviour.

Here are a few things A/B testing can help you improve:

• Conversion rates
• Click-through rates
• Time on page
• Form submissions
• Sales and leads

Even small changes, like changing a button colour or headline, can have a big impact. But without testing, you’d never know.

What Can You Test?

Honestly, you can test just about anything on a landing page. But if you’re just starting, don’t overcomplicate it. Here are a few common things that make a difference:

• Headline: The first thing people see. Try different wording or tone.
• CTA (Call to Action): Change the text (“Get Started” vs “Try It Free”), placement, or colour.
• Images or Videos: Use different visuals or add/remove media.
• Page Layout: Rearrange sections or try shorter vs longer content.
• Form Fields: Fewer fields often lead to more submissions. Test asking for just an email vs name + email.
• Testimonials or Trust Badges: See if adding social proof makes a difference.

Pro tip: Only test one thing at a time. If you change too much, you won’t know what caused the results.

Step-by-Step: How To A/B Test Your Landing Page

Here’s a simple plan to get started.

1. Set a Clear Goal

Before you test anything, figure out what you want to improve. Is it:

• More signups?
• More clicks on your CTA?
• Fewer bounces?

Be specific. If you don’t know your goal, you won’t know if the test worked.

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2. Pick One Thing To Change

Choose one element to test. Keep it focused. Maybe you want to try a shorter headline. Or a different button colour. That’s your test variable.

3. Create Two Versions

Make a copy of your current landing page. Change the one thing you’re testing in the new version. Version A is your original. Version B has the change.

4. Split Your Traffic

Use an A/B testing tool (we’ll list some below) to send half your visitors to version A and half to version B. Make sure traffic is split randomly and evenly.

5. Run the Test Long Enough

Don’t end the test too early. Give it enough time to collect meaningful data. Depending on your traffic, this might take a few days to a few weeks.

6. Analyse the Results

Check your data. Which version had better performance? Did the new version improve conversions? If yes, great, you’ve got a winner. If not, go back to the drawing board.

7. Make a Decision

Once you’re confident in the results, stick with the winning version. Then, you can test something else. A/B testing is ongoing; it’s never really “done.”

Tools To Help You A/B Test

You don’t have to do this manually. There are a bunch of tools that make A/B testing easier:

• Google Optimise (free, but being phased out; look for its replacement)
• Optimizely (great but pricey)
• VWO (Visual Website Optimiser)
• Unbounce (if you build your landing pages there)
• Convert (privacy-friendly option)

Many landing page builders now have built-in A/B testing, so check if the one you’re using already includes this feature.

Common Mistakes To Avoid

Let’s be honest, everyone messes up their first few tests. Here are a few traps to watch out for:

• Changing too many things at once – You won’t know what caused the results.
• Not running the test long enough – You need enough data to make a real decision. Don’t stop just because one version is slightly ahead on day two.
• Testing stuff that doesn’t matter – Changing the font size from 14px to 15px probably won’t move the needle. Focus on things that impact user decisions.
• Not defining success beforehand – If you don’t know what winning looks like, you can’t measure it.

What Happens After the Test?

Let’s say your B version wins. Awesome! Now you can make that your new default landing page. But don’t stop there.

Marketing is always changing. What works now might stop working later. So keep testing new headlines, layouts, offers, etc. Over time, these small improvements stack up.

Also, don’t ignore why a test worked. Try to understand what your visitors are responding to. That insight can help you improve other parts of your site, too.

Final Thoughts

A/B testing isn’t just for big companies with data teams and fancy tools. Anyone with a landing page and a bit of traffic can start testing and learning.

Start small. Pick one thing. Run a test. See what happens. Then repeat.

You don’t need to be a data scientist to get value from A/B testing. You just need a little curiosity and the willingness to improve.

Written by Uzair Kharawala

Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.