What you’ll learn

• How to source effective A/B ideas
• How to identify exactly what you should test on your landing page
• How to create an A/B testing strategy document for your team

Why is it important?

No landing page is perfect. No matter how hard you worked on its first iteration. Here’s an example of a landing page we did for one of our clients:

It contains a lot of context, supporting copy, and our client’s products. Our client saw a jump in conversion rates with this landing page. But we knew there was room for improvement.

There always is.

We used analytics, heatmap data, and customer surveys to create an A/B variant of that page. The only content on the new variation was the products (and thus, the page was much shorter)

The result? Our A/B variation led to a 20% increase in conversions (and revenue) for our client.

The only way to improve your landing page’s conversion rates is through A/B testing. Your page might convert well now. But it can be better.

A/B testing keeps you from getting comfortable with the status quo. If you could increase your conversion rate, even by 1%, isn’t that worth it?

Overview

A/B tests help you see what changes to your site lead to higher conversion rates (e.g., signup rate, checkout rate).

For example, you can rewrite the top half of your landing page. Or you can replace all your photography with illustrations. Or you can cut your page length in half.

These are variants. (They are the "B" variants in the term"A/B.")

You test variants against your baseline, which is your landing page before you make changes. (Your baseline is the "A" variant in the term "A/B.")

If you have a proper A/B regimen in place, it's the quickest, lowest-cost way to increase profits. Unlike ads, A/B tests cost nothing to run, and often increase conversion by 50-300%.

There are free tools to manage all this testing logic for you. So, your only job is to figure out what is worthwhile to test and to create the required landing page material.

Which is exactly what we discuss next.