Landing page testing is a process of comparing different versions of a webpage with the goal of identifying the most effective elements that lead to higher conversion rates.

Here, you’ll find: 

  1. What is landing page testing?
  2. Types of landing page testing
  3. 15 landing page testing ideas to boost your results
  4. Which landing page testing tool to use?
  5. Benefits of landing page testing
  6. How to create a landing page testing strategy

Your ad is bringing visitors to your website. But is your landing page converting those visitors?

It’s a common problem: High website traffic (clicks) but poor conversion (leads or sales).

You need to create a landing page that compels people to take the desired action.


By experimenting and finding what works best.

This is where landing page testing comes in. It helps you improve your conversion rate by leveraging hard data.

Let’s start with the basics.

What Is Landing Page Testing?

Landing page testing is a method used to compare different versions of a landing page. The goal is to identify which version is most effective in converting visitors into revenue.

You can determine the most optimal page design and content for your target audience by creating and analyzing variations of headlines, call-to-action, and page layouts,

This data-driven approach ensures the landing page is optimized to achieve maximum conversion rate from incoming traffic.

Types of Landing Page Testing

There are three broad types of landing page tests:

A/B Testing

A/B testing involves comparing two different versions of a page to identify which one resonates more with your audience.

For instance, you might experiment with a blue call-to-action button versus a red one to see which garners more clicks.

It’s a straightforward approach that pinpoints the most influential single change.

Multivariate Testing

Multivariate testing evaluates multiple landing page elements simultaneously.

Rather than just testing a single change, you could simultaneously assess headline, image, and call-to-action variations.

This method uncovers the best-performing combination, ensuring every element on your page works in sync to convert visitors.

Split URL Testing

With split URL testing, you direct traffic to two entirely separate landing pages, each with its unique URL.

It’s especially useful when assessing the impact of significant changes, like a revamped page design or a new value proposition.

By comparing these distinct designs, you gain insights into broader shifts that might enhance user experience and conversions.

15 Landing Page Testing Ideas to Boost Your Results

Let’s look at some of the landing page testing ideas that you can use to drive better conversions:

  1. Test Emotional vs. Functional Headlines
  2. Try a Conversational Tone vs. a Formal Tone
  3. Use Images that Reinforce Your Message
  4. Test Long-Form vs. Short-Form Page Layout
  5. Highlight Your Most Compelling Value Proposition
  6. Add Social Proof Like Testimonials and Case Studies
  7. Offer Discounts or Free Gifts as Incentives
  8. Optimize Call-to-Action Size, Wording, and Placement
  9. Remove Unnecessary Fields from Lead Capture Forms
  10. Build Trust with Security Badges and Certifications
  11. Use Scarcity and Urgency (But Tread Carefully)
  12. Find the Right Balance of Branding vs Direct Message
  13. Check if Explainer Videos Enhance Engagement
  14. Simplify Site Navigation for the Landing Page Goal
  15. Simplify Sections vs. Add More Details

1. Test Emotional vs. Functional Headlines

Headlines are the first thing visitors see. Do they respond better to a headline that tugs at their heartstrings or one that’s straightforward?

For instance, “Unlock Endless Possibilities” might evoke a sense of wonder, while “Premium Quality Leather Boots” is direct and functional.

You can determine which approach captivates your audience more effectively by split-testing both styles.

2. Try a Conversational Tone vs. a Formal Tone

A casual “Hey there, welcome aboard!” might hook a younger audience, while “We appreciate your interest in our services” sounds more formal and might appeal to a professional demographic.

Language has power. Testing different tones allows you to determine which one fosters trust and encourages action.

It’s all about finding the voice that speaks to your target audience.

Conversational and formal tone in landing pages

3. Use Images that Reinforce Your Message

A picture is worth a thousand words — but only if it’s right.

Evaluate the images on your landing page. Do they complement your message or divert attention?

For example, if you’re selling cutting-edge kitchen gadgets, a high-quality image of the product in action might be more effective than just a standalone shot.

A common landing page mistake brands make is to use images just for the sake of it. Avoid that!
Ensure your visuals amplify your message, guiding the visitor’s journey rather than hindering it.

4. Test Long-Form vs. Short-Form Page Layout

Content depth can significantly influence user engagement. Some visitors want a quick overview, while others seek in-depth information.

Consider A/B testing a concise version of your landing page against a detailed one.

Does providing more information boost trust and conversions? Or do visitors from search engines and social media prefer a brief overview?

Your audience’s preference can help navigate future content strategies.

5. Highlight Your Most Compelling Value Proposition

Every product or service has a unique selling point. What’s yours?

You need to convey this value clearly. Instead of saying, “Our software saves time,” specify, “Our software reduces task completion by 40%.”

You can pinpoint what truly echoes with your audience by experimenting with different presentations of your value proposition.

6. Add Social Proof Like Testimonials and Case Studies

When potential customers see others vouching for your product or service, it builds trust.

Consider integrating different types of social proof, like testimonials or detailed case studies.

For instance, instead of a generic “Our clients love us” statement, showcase a testimonial like “Using XYZ software increased our team’s productivity by 30% in just two months!”

Such specific endorsements can bolster credibility and drive conversions.

Here’s an example of a case study on HubSpot’s landing page:

Hubspot landing page example

(Image: HubSpot)

7. Offer Discounts or Free Gifts as Incentives

Who doesn’t love a good deal? Offering tangible incentives can nudge hesitant visitors towards conversion. Whether it’s a limited-time discount or a valuable freebie, ensure it aligns with your product or service.

For example, if you’re promoting a fitness app, a free 7-day workout plan might be more enticing than a generic e-book.

Tailor your incentives to your target audience’s needs and desires.

Recommended Read: Marketing Psychology: 5 Tips to Win Hearts (+ Examples)

8. Optimize Call-to-Action Size, Wording, and Placement

Your Call-to-Action (CTA) is the gateway to conversion. But is it visible and compelling enough?

Experiment with its design and placement.

For instance, “Get Started Now” in the red color CTA button might be more actionable than a simple yellow-colored “Click Here” CTA button.

Also, test its position — does it get more clicks at the top of the page or after a compelling section?

The right call to action can significantly boost your conversion rates.

9. Remove Unnecessary Fields from Lead Capture Forms

Imagine being interested in a newsletter and being asked for your life story just to sign up. It’s off-putting!

The more the form fields, the higher the bounce rate could be.

In fact, every form field is a step that can potentially turn away a lead. Here’s what a HubSpot study found:

Conversion rate decreases with more fields in a form

(Image: HubSpot)

It’s critical to balance gathering information and not overwhelming the visitor.

If the goal is to get subscribers for a newsletter, maybe all you need is their email. Why ask for their job title or company? The simpler you make the process, the higher the chances of them completing it.

Remember, convenience is the Holy Grail. Offering a hassle-free sign-up can be your way to higher conversion rates.

10. Build Trust with Security Badges and Certifications

Trust is today’s biggest social currency. Visitors need assurance that their data is safe with you.

How do you convey that?

By prominently displaying security badges and certifications on your landing page.

For instance, integrating trust symbols like “Norton Secured” or “BBB Accredited” can elevate your credibility.

Here’s an example from a Salesforce web page:

Salesforce landing page

(Image: Salesforce)

But it’s not just about slapping on badges. These certifications should be genuine and up-to-date.

When visitors see these emblems, they should feel secure, knowing their information is in safe hands.

11. Use Scarcity and Urgency (But Tread Carefully)

“Only 5 items left!” or “Offer ends in 2 hours!” — these statements create a sense of urgency, pushing visitors to act quickly.

However, there’s a fine line between motivating and misleading.

While scarcity tactics can drive quick conversions, overdoing it can erode trust. If every visit showcases a “limited-time offer,” users might start doubting its authenticity.

The key is to use these tactics conservatively.

Genuine limited-time offers or real stock shortages can indeed create urgency. But always maintain transparency with your audience.

12. Find the Right Balance of Branding vs Direct Message

Yes, your brand is your identity. But on a landing page, the primary focus should be on the message. It’s a balancing act.

While it’s fair to have branding elements like logos and color schemes, they shouldn’t overshadow the primary call to action.

Test variations where branding elements are subtle versus more pronounced.

The goal? To find a version where the brand complements the message, not competes with it.

13. Check if Explainer Videos Enhance Engagement

We said earlier: A picture is worth a thousand words. But a video? It can convey a story, evoke emotions, and explain complex topics succinctly.

Many high-converting landing pages include relevant videos.

So, consider integrating short explainer or testimonial videos — especially on your SaaS landing page.

Here’s an example of Mailchimp using a customer video on its landing page:

Mailchimp landing page

(Image: Mailchimp)

Does a video keep visitors on the page longer? Does it improve conversion rates compared to text-only content?

It’s key to evaluate if videos genuinely add value or merely serve as decorative elements.

14. Simplify Site Navigation for the Landing Page Goal

A landing page has a singular objective, and its navigation should reflect that.

While it might be tempting to include links to other sections of your site, ask yourself: “Does this aid the landing page’s goal?”

If not, it might be best left out.

You can guide visitors toward the desired outcome more effectively by minimizing distractions and call-to-action optimization.

15. Simplify Sections vs. Add More Details

When it comes to content, one size doesn’t fit all. Some of your audience might be detail-seekers, poring over every bit of information, while others skim for the essentials.

So, how do you cater to both? Begin by multivariate testing different content depths.

For instance, in a section detailing product features, evaluate the performance of a succinct bullet list against a more elaborate paragraph.

Do users stay longer on one over the other? It’s about understanding your audience’s preferences.

You can enhance their experience and increase their chances of taking the desired action by tailoring your content to their consumption habits.

“Ensure the fundamentals of your landing page are spot on,” says Sam Yadegar, CEO of HawkSEM. “From there, you need to be proactive in implementing diverse tactics and ideas. The key to growth hacking is testing, leveraging data, and then testing again. It’s a cycle of continuous improvement.”

Recommended Read: 7 Psychology Tricks to Improve Your Landing Pages

Which Landing Page Testing Tool to Use?

You need the right tools to aid, simplify, and optimize the testing process.

Here are four popular landing page testing software solutions:


ConversionIQ is a powerful tool that empowers marketers to optimize landing pages with precise conversion tracking across all digital marketing channels.

It helps you to focus on actionable insights by eliminating unreliable data, ensuring that every adjustment to your page is backed by solid evidence.

Its predictive software suite, which includes quality score optimization and growth signal features, makes it easier to iterate and improve your landing pages through high-impact insights.

With its robust reporting dashboard, you don’t just view numbers but understand the story behind them.

Price: All HawkSEM clients are connected with ConversionIQ for free

ConversionIQ is our proprietary marketing technology. At HawkSEM, we use it to deliver clients better results.

We have helped brands like Microsoft and Columbia University overhaul their ad campaigns using insights from ConversionIQ to lower their cost per acquisition by 40% and improve lead quality by 60%.

“High-quality data is the foundation of successful marketing campaigns,” says Yadegar. “With ConversionIQ, we’ve leveraged data to drive tangible results for our clients. AppDynamics, for instance, increased their conversion rate by 20% through strategic A/B testing. We created more than 200 direct landing pages for them that doubled their target traffic.”

Want to see ConversionIQ in action? Talk to our expert today.


Landing page testing tool – Optimizely

(Image: Optimizely)

Optimizely is a comprehensive A/B testing tool. With its “Experiment” feature, you can test variations of your landing pages and understand the nuances of user behavior.

Its seamless integration with Google Analytics means you can seamlessly collect and interpret data.

Whether you’re curious about which CTA garners more clicks or which headline grabs visitors’ attention, Optimizely provides the insights.

Price: Available on request


Landing page testing tool – CrazyEgg

(Image: CrazyEgg)

CrazyEgg brings a fresh perspective to A/B testing. While it offers the standard split tests, its unique features like heatmap set it apart.

Its AI-powered text suggestions can help refine your landing page copy to make it more catchy and compelling.

CrazyEgg’s multi-armed bandit systems allow you to test different versions of the landing page by smartly adjusting traffic to get the best results.

And with its easy integration with tools like Google Tag Manager, you get a holistic view of your landing page’s performance.

Price: Paid plans start at $29 per month


Landing page testing tool – Unbounce

(Image: Unbounce)

Unbounce allows you to test every element of your landing page. From headlines to images, it provides real-time data on what’s resonating with your audience.

But it doesn’t stop there. With tools for creating popups and sticky bars, it lets you optimize every aspect of your landing page.

If you’re looking for a tool that provides both creation and split testing capabilities, Unbounce is a great choice.

Price: Paid plans start at $99 per month

Benefits of Landing Page Testing

Why go through all the hard work of setting up your A/B tests and deploying different tactics? Here are some of the broader benefits of landing page testing:

  • Data-Driven Decisions: Testing shifts your approach from guessing to knowing. Hard data gives clear insights into what hooks your audience, removing the guesswork.
  • Enhanced User Experience: Identifying the most effective page elements (or versions) enables you to deliver visitors a smoother, more engaging journey. This builds satisfaction and trust.
  • Optimized Ad Spend: A well-optimized B2C and B2B landing page ensures that every penny spent on ads yields the highest possible return.
  • Reduced Bounce Rate: A landing page tailored to your target audience’s preferences is more likely to keep them engaged, lower the bounce rate, and get them to take a desired action.
  • Continuous Improvement: Testing creates a culture of constant refinement. As market trends and behaviors change, you can adapt quickly to stay at the forefront.

How to Create a Landing Page Testing Strategy

The mentioned ideas are tactical. Even before that, you need a strategy in place.

Follow these nine broad steps to create and implement a landing page testing strategy:

1. Define Goals and KPIs

What’s the primary action you want visitors to take on your landing page? Whether it’s signing up for a newsletter, purchasing a product, or downloading an eBook, that’s your goal.

Once you’ve defined this, select the key performance indicators (KPIs) that will measure your success. KPIs are metrics that give you a clear picture of how well you’re achieving your objectives.

For an e-commerce site, if the aim is to enhance the checkout process, track the conversion rate of visitors completing their purchase.

While your conversion goal should depend on your existing metric, looking at the industry average can give you a benchmark to go after.

2. Analyze Existing Pages

Before diving into optimization, it’s important to understand the current performance of your landing pages.

Leverage CRO analytics to gain insights into user behaviors and conversion patterns. Conduct a comprehensive CRO audit to identify areas of improvement.

This will provide a clear picture of what’s working and what’s not, helping you answer how to improve CTR and develop a more effective optimization strategy.

Remember, it’s not just about spotting problems but understanding why they might be happening. This analysis sets a solid foundation for your CRO testing strategy.

If you need help with the conversion rate audit, reach out to us.

3. Form Hypothesis

It’s time to make educated predictions. Based on your analysis, hypothesize what big and small changes might lead to better results.

Think of this as setting a clear direction for your tests.

If you’ve noticed that your product descriptions have a high drop-off rate, hypothesize why.

Could a more concise format with bullet points make it more digestible? Or perhaps a different font or color scheme might make it more appealing?

Your hypothesis should be specific, actionable, and based on your gathered insights.

4. Create Page Variations

This is where you bring your hypothesis to life. Depending on your test type, build different versions of your landing page that reflect the changes you want to test.

If you hypothesized that a shorter product description and fewer subheadings might work better, create version A of the page with that change.

If you think the click-through rate would be high for a black CTA button color, make version B of the page.

Work with your design team to ensure these variations align with your brand while effectively testing the hypothesis.

The key is to change only the element you’re testing. Everything else should remain consistent to ensure accurate results.

5. Set Up Experiment

With your page variations ready, set the stage for the experiment.

Here’s how a typical A/B test framework looks:

You can use A/B testing tools to set up your experiment. These tools allow you to show different page versions to different visitors and track their interactions. (We talk more about landing page testing software solutions later in this article.)

Ensure that the experiment is set up correctly, with each variation receiving equal traffic.

Define the test duration based on the amount of traffic you expect. This will enable you to gather enough data for statistically significant results.

6. Drive Traffic

An experiment is only as good as the data it collects. You need a substantial number of visitors interacting with your page variations to get reliable results.

Use ad platforms like Google Ads and Meta Ads to drive traffic to your B2C or B2B landing page. You can also consider increasing your budget temporarily to widen the sample size and collect data faster.

Monitor the traffic closely to ensure each variation gets a fair share of visitors.

Once you’ve collected enough data, you’ll be in a strong position to analyze the results and make informed decisions.

7. Analyze Results

After driving traffic and collecting data for the defined test duration, it’s time to sift through the numbers. Analyze the experiment data to explore how each page variation performed.

Look at the KPIs/metrics you set earlier.

Did one variation lead to a significant increase in conversions or time spent on the page?

You can identify the winner by comparing the performance of each variation against your original page and each other.

8. Implement Winning Variation

With a clear winner in hand, it’s time to roll out the changes. Make the winning landing page variation live for all your users.

This will let every visitor benefit from the optimized experience you’ve framed through A/B testing.

Collaborate with your web development team to ensure a smooth transition, and monitor the page closely to confirm everything functions as expected.

9. Continuously Test and Optimize

Market trends and user behaviors are ever-evolving. What works today might be less effective tomorrow.

So, adopt a mindset of continuous improvement.

Regularly revisit your landing pages, develop new hypotheses, and test them. Consistently refining and optimizing will keep your web pages effective.

Remember, landing page optimization is not a one-time task but an ongoing journey.
How to do landing page testing

The takeaway

You’re spending big money on ad campaigns. Don’t let a poor landing page hurt your return on ad spend (ROAS).

Take a deeper look at your landing page.

Is it optimized well for usability and user experience? Is the content compelling enough? Does it solve the pain points of your target audience?

You can answer these critical questions only with landing page AB testing.

So, define a detailed landing page testing strategy. And leverage the ideas discussed in this article to boost your results.

Of course, when it comes to maximizing your conversion rate, DIY isn’t always the right approach. Getting help from experts can be the best option.

At HawkSEM, we help brands scale top-line revenue through effective ad campaigns. On average, our clients see 4.5X growth in ROI. Get in touch with our experts for a free consultation. Schedule a call today.

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