Landing Page A/B Tests: Getting Started

A/B testing is the fastest, lowest-cost lever to grow conversions—if you do it deliberately. Start with a baseline page (A) and ship materially different variants (B), prioritizing macro changes over micro tweaks. Big swings—new hero combo, drastically shorter page, different structure or persona—produce clear signals you can keep while discarding losers. Build ideas from evidence, not opinions: run an experience-based audit (relevance, clarity, value, friction, distraction), gather inspiration and competitor patterns, review on-site behavior, capture sales input, survey users, and mine top-performing ads. Consolidate findings in a spreadsheet by the five categories and translate issues into testable hypotheses.

Pitch 2–4 variants with a short proposal (title, explanation, reasoning, example/mockup) to align stakeholders, then implement. Stand up a variant page (e.g., on a subdomain), wire your A/B tool and GA, define an early-funnel goal with enough weekly volume, and sanity-check redirects and tracking. Judge impact primarily on paid traffic, where intent is lower and conversion lifts can be 5×; organic often shows smaller deltas. Set reminders at day 1 (verify events), day 4 (kill clear losers), and weekly thereafter until a winner emerges—then ship it as the new baseline. Repeat on a cadence, and when resources are tight, hire pragmatic Webflow devs/designers and use free image libraries to move fast without breaking the bank.