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Digital Marketing

The Best A/B Tests To Create The Ultimate Landing Page

By 8 March 2024April 1st, 2024No Comments

In the competitive landscape of digital marketing, a well-optimised landing page can be the difference between success and failure. But how do you ensure your landing page is truly optimised for top performance? The answer lies in rigorous A/B testing. By systematically comparing different versions of your landing pages, you can identify what engages your audience the most. Then you can capitalise on these findings and tweak your landing pages to perfect performance. But how can you test this? And what are the best A/B tests to create the ultimate landing page? Keep reading to learn about our favourite A/B tests and how they can help your website performance. 


Headline variation:

The headline is often the first thing visitors see when they land on your page. So, test different variations to see which one grabs attention and entices users to explore further. Experiment with different lengths, tones, and value propositions to find the winning formula. To determine the winning headline, look at things like scrolling heat maps to see if different headlines encourage users to scroll down and learn more.


Call-to-action (CTA) button design:

The design, colour, size, and placement of your CTA button can have a significant impact on conversion rates. Test different combinations to determine which one encourages more clicks. Remember to keep the CTA clear, concise, and compelling. When testing this one, make sure you look at individual click-through-rates (CTRs) – especially if you have multiple CTAs on one page. 



Images, videos, and other visual elements play a crucial role in capturing visitors’ attention and telling your business’ story. Test different visuals to see which ones resonate most with your target audience. When evaluating visuals, pay attention to metrics like exit rate, bounce rate and time spent on the page. After all, if people don’t like how your page looks visually, they are very quick to leave. 


Form length and fields:

Majority of landing pages include some kind of contact form. However, it is essential to strike the right balance between collecting valuable information and annoying the user. Test variations in form length and the number of fields required to find the optimal conversion rate. Usually, the simpler and less time consuming it is for users to fill out a form – the better. But, depending on your industry this might not be the case. To measure your A/B tests for your forms take metrics like conversion rate into consideration. 


Offer and value proposition:

Your offer and value proposition are central to convincing visitors to take action. Test variations in wording, messaging, and incentives to see which combination drives the highest conversion rates. Focus on communicating the unique benefits of your product or service clearly and persuasively. Again, keep and eye on your conversion rate when testing this one out.


Exit pop-ups:

Exit-intent pop-ups can be a powerful tool for capturing leads or re-engaging visitors before they leave your site. Test different offers, messaging, and timing to determine the most effective strategy for minimising bounce rates and maximising conversions. To measure the effectiveness of your A/B tests, take note of exit rates and conversion rates. 


We hope you enjoyed learning about the best A/B tests to create the ultimate landing page and are now ready to try some of these out for yourself. By systematically testing different elements and analysing the results like this, you can fine-tune your approach to maximise conversions and achieve your marketing goals. If you need any more help with landing pages or any other online project then please get in touch with us. We’d love to see if we can help out. Until next time – happy marketing.