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Proven Guide to Landing Page A/B Testing With Its 3 Benefits

NIDMM ~ Published: December 10th, 2023 ~ Web Design ~ 6 Minutes Reading

The first version of your landing page is just the beginning. Even if you worked hard to make it great, there’s always room to make it better. That’s why smart marketers use something called landing page A/B testing.

A/B testing means trying out slightly different versions of your page to see which one works the best. In this post, we’ll go over the basics of landing page A/B testing.

We’ll talk about why it’s useful, what you can expect, what to think about when deciding what to test, and how to do it. By the end, you’ll know the basics of landing page A/B testing and be ready to run your own tests with confidence.

So, let’s start with a quick reminder about what landing page A/B testing is.

What is landing page A/B testing?

A/B testing, also known as “split testing,” is a way in marketing to compare two slightly different versions of the same page. The goal is to find out which version makes more people take action.


For instance, when you’re making a landing page, you might wonder how big your “Sign Up” button should be. Or if a different headline would make more people sign up,. Or maybe having a countdown timer on the page would help or hurt the sign-up rate. Your gut feeling or general design rules might give you an idea, but to really know what works best, you have to test it like a scientist. That’s where Landing Page A/B Testing comes in.

Read more: 5 Best Practices for Landing Pages: Full Guide

How does landing page A/B testing work?

Here’s how Landing Page A/B Testing works, really simple:

1. Make a Change: Create a slightly different version of your landing page with just one change, like a bigger button or a new headline.

2. Divide Visitors: Split your landing page visitors into two groups—half see the original page, and the other half see the changed one.

3. Compare Results: Let the test run until you have enough data. Then, check the data from both versions to see if the changed page is better or worse for getting people to do what you want.

4. Make a Choice: If the change is good, use the new page. If it’s not, stick with the original.

Remember, A/B testing isn’t a one-time thing. It’s like a continuous process where you make small changes to your page to get more people to take action. Every test you do helps you understand what works better, even if the result is not what you expected.

A/B testing is often discussed with multivariate testing. The difference is that A/B testing compares two versions by changing one thing at a time, while multivariate testing looks at multiple changes at once.

Why do we do Landing Page A/B Testing?

Imagine you have a plan, like a roadmap, but things don’t always go as planned. There’s an old saying that even the best plans can change when you put them into action, like in the military.

The same idea goes for your landing pages, where you try to get people to do something, like signing up. Even if you think you know what will work, it’s still just a guess. There might be things you didn’t think about, and what you expected might not happen in real life. That’s why about 60% of companies do something called A/B testing on their landing pages.

A/B testing is like having proof for what works and what doesn’t. Instead of guessing, you use real data to see what makes people take action. By doing this kind of testing, you figure out exactly what makes your audience do what you want, making your landing page better and better.

So, here are some big benefits of doing landing page A/B testing:

Benefits of Landing Page A/B Testing


                Benefits of landing page A/B testing

Enhanced user experience

When people come to your landing page, they usually want something specific. It could be to learn about your product, decide to buy, or just know more about you.

Whatever they want, it’s crucial to make it easy for them. Complicated words, weird colors, or buttons that are hard to find can make it tricky for them. This might stop them from doing what you want them to do on your page, like signing up or buying something.

A/B testing is like a detective tool. It helps find these problems so you can fix them. By testing different versions, you make sure the experience is smooth and easy for your visitors.

Low-risk, high-reward

A/B testing is like taking small steps to improve, so the chance of everything going wrong at once is pretty low. Even if you make a change that lowers your conversion rate a lot, you can go back to how it was before and learn from it. If the change makes things better, then you’ve found a good improvement to keep!

Understand your audience better

When you do A/B tests, you learn more about what makes people do things on your page. The more you understand your audience, the better you can make your page. It helps you guess better in the future to improve how people use your website design and how many of them do what you want, like signing up or buying.

What you learn from these tests can also help in other parts of your business. You can make your content, products, and services even better by knowing what your audience likes. It’s like using smart ideas to make everything you do more suited to what your audience wants.


We learned that A/B testing is a great way to make landing pages better at getting people to do what you want. It helps you find what works and what doesn’t, making your campaigns more successful and bringing in more money.

Check out our web design course to learn more about landing pages.