When you are designing or working on a landing page, there are a lot of things that you need to take care of. The product team might want to have some extra space to fit in more products. The sales team is looking to comprehend more form fill-ups or sign-ups. Apart from these two, even a creative team can come up to you and ask to provide more space for the informative video they are making, and the marketing team is only looking for conversions, so they want the landing page to be SEO perfect. In between all this, you are the one left to make the decision, and if you do it without testing on your own, you are left with criticism, and people think you are favoring the favorite.
But with the use of A/B testing on your landing page, you can quickly showcase which of the elements are helpful for the landing page and which one you should be dropping off to have a higher chance of reaching specified goals. Today, with the help of this article, we are going to show you the importance of a landing page and how you can perform A/B testing on it. Apart from this, we will also provide our readers with some essential tips that will help them out in performing A/B testing in a much more efficient way, so let’s begin.
Landing Page AB Testing – A Complete Guide
What Is A Landing Page?
When it comes to digital marketing, the landing page of your website is the only web page that is specifically designed to handle marketing and advertising campaigns. It is the page where a user will land when they click on an ad, email link, YouTube link, and others. Landing pages are a bit different from your other web pages; one of the things you need to know is landing page has a single goal which is to have maximum Call-To-Action (CTA) numbers. The focus on a single goal is what makes the landing page so essential and efficient in its work. With the increase in conversion rates, you will have to spend less on campaigns, and acquiring leads becomes simpler.
Besides this, you need to understand that the landing page is different from your home page. A home page consists of a number of links, and from there, a user can move in any direction on your website. But this is not the case with a landing page, and when you are deploying a landing page, it needs to have a single link because when a user comes on it, they don’t get distracted and move to some other web page of your website.
Fewer links on your landing page help you in creating better conversion rates, as there are fewer tantalizing links for users to click. The homepage should be dedicated to showcasing your brand; on the homepage, one can explore the range of products along with additional information about what the company does and how it does it, the critical milestones of the company, and more.
What Is The Use Of A/B Testing?
A/B testing is the method by which one can decide which changes they need to make based on the results of tests they perform on the products. This provides users with the hypotheses and to learn how a certain amount of elements are impacting user behavior. In addition to this, the A/B testing can prove whether the assumptions you have put are correct or needs to be updated. A/B testing is also helpful for continuously improving the quality of your product and services.
You can pinpoint precisely what you want to focus on, and once you achieve the goal from the testing, you can move forward to the next goal. For example, if you own a business and want to acquire more leads from the internet. You might want to implement A/B testing on your landing page and see what changes to the headline, visual imagery, form fields, CTA, and other elements of the landing page impact your lead numbers.
Tips For Implementing A/B Testing On Your Landing Page
If you are new to A/B testing, then it is better to take a step back and learn a few things before starting the test. This way, you can have a better roadmap as to what needs to be done and what should be the end goal of your testing. Given below, we have pointed out some crucial tips that can enhance the efficiency of your A/B testing and decrease the testing time as well.
1. Make Sure You Are Testing One Thing At A Time
When you are performing an A/B test, you need to focus on only one goal. This will give you a clearer picture of which form of the element is better for your landing page. To have the best of the A/B testing, you need to make changes to the element of the landing page one at a time. With too many changes in different elements at the same time, you are not going to have accurate results. As a result, you will not be able to pinpoint precisely which changes are having a positive impact and which ones are creating trouble for your landing page. Apart from this, it is going to be hard for you to find which element is attracting more users and which ones are not performing up to the mark. Thus, it is best to test out only a single element with each A/B testing.
2 You Need To Have A Control Page
Just like any form of testing, you need to have a control element on which you are going to base your success when testing different forms of elements from the landing page. A control page could be the landing page or its specific element, which you know performs well. So you can use it as a base and make changes around it to see the results. With the presence of a control page, you can compare how the changes are impacting your landing page. For example, if you don’t have testimonials present on your landing page, you can add them and test out how they are impacting your landing page. You get to compare the performance of your original landing page with the new one to decide whether the newly added element is worth keeping or not.
3. Test Out All Different Variables
When you are performing A/B testing on your landing page, you need to make sure that you are testing out each and every single element on your landing page. Both big and small elements can have a massive impact on how the audience sees your landing page. Thus, you need to test them all out one by one for the most optimized version of your landing page. There are a number of prominent elements present on a landing page for you to test out. For example, it could be the title of the landing page, the URL, the image you have put, the color scheme, the theme, and more. These are bigger elements and can be readily noticeable. Thus they have a higher chance of leaving an impression on your audience.
On the other hand, the more minor elements can lead to a drastic change in how users perceive your landing page. Smaller elements could be the change in the size of your written text. Re-arranging the list of buttons on your drop-down menu and more. When you are on the quest to find the best version of elements for your landing page, you need to test these small elements as well. With the use of both big and small elements in your testing, you get to have a much more comprehensive and effective landing page on your website.
4. Set Yourself A Testing Goal
When performing A/B testing, one needs to have a good goal in mind, and a goal needs to be quantifiable for the most success of your test. Do you need to ask yourself what the end result in you are looking for when you make changes to the element of your landing page is? There are tons of metrics that one can get their hands on when performing A/B testing on a landing page. Your goal could be getting a higher clickthrough rate and more user traffic on your landing page, or it could also be more conversions. Keep in mind that you should be selecting a single goal for the specific A/B testing. When you are done with the testing, you are going to receive results in the form of metrics; here, you have to focus only on one metric which represents your goal. This gives you a clear picture of whether you are achieving your goal from the given test or not.
5. Look For Clues In Your Layout
The most common thing we miss when performing landing page A/B testing is finding the importance of layout. There are various mediums by which users will be coming to your website. The end destination of the link on which they will click is going to be your landing page. As a result, its layout should be compatible and user-friendly. You must be able to know how your audience is finding your business online. Could they be coming from Pay per click or from your social media handles? Apart from this, there is another important question that one needs to ask it is what information are they seeking when they visit your landing page?
When a user arrives at your landing page, they should get what they are expecting in the first place. The layout can play a huge part in showcasing the content and the different elements of your landing page.
A/B Test CTA Colors
Colors can do wonders, and they can evoke a calm feeling in your users. Colors such as blue, green, and more as you think of something packed with performance. Intel and Nvidia use blue and green as their brand color, respectively. As a result, test out which color suits your users the most and give you the best conversions possible during the test. In addition to this, with this testing, you will also eradicate the potential burnout that happens when one is implementing colors such as red, yellow, and magenta in their theme.
A/B Testing Tools for Landing Page In 2022
Now that we have shown you some tips on how to create a better A/B testing environment and set your goals for it. It is time for you to find out what are some of the most commonly used A/B testing tools for a landing page that will give our results with accurate information in no time.
1. Optimizely
This one is the elephant in the room, and for the most part, this tool is expert when it comes to both enterprise-level clientele and even a small self-owned online business. Even though over the years, the company has increased its pricing, Optimizely is still the one landing page testing tool that you should definitely use it. There are tons of companies that are using it every day to find out how well their site is performing and what changes they can make in order for it to increase conversion rates. It has one of the best dashboards that can be used for making edits to your tests on the go. Both the results and the goal-driven data are presented in an intuitive way. Lastly, it is excellent for third-party integration.
2. VWO
The full form of VWO is Visual Website Optimizer, and it is pretty popular in the online marketing space. Some of users like to use it in conjunction with Optimizely when they are trying to find out the result of complex elements for their website. VWO has a unique feature that allows you to color code the insights you have found during your testing. Setting up a goal for your landing page test is a piece of cake. You can download the data in a number of formats you like. Besides this, customer support is the one thing we have to mention, as it is impeccable in what it does and if you are stuck somewhere during your usage of the tool. These people will be able to find the solution for you in no time. As a result, VWO is considered to be a great overall option for solopreneurs for midsized businesses as well.
3. Unbounce
Unbounce is the one A/B testing tool that comes with more than eighty-five different templates for your landing page. These templates are specifically designed for the goals you might want to achieve. For example, if you are someone who is looking to increase their sales, then Unbounce has a landing page template that can do it for you. The same can be said for email marketing campaigns, forum sign-ups, and more. Unbounce works exceptionally well with websites that are developed using WordPress as their platform. The software allows more than one user to work alongside each other for the A/B testing campaigns. As a result, it is an excellent product for client management projects. Unbounce is helpful for freelancers, small business owners, and even medium-sized web development companies.
4. Usability Test (Five Seconds Test)
The free version of this A/B testing tool provides a five-second free, but some of the features that you might want to use will be locked. This tool works a bit differently than other A/B testing tools for the landing page. The tests will be uploaded to the cloud, and the user has only five seconds to view the reports of the best before it is locked behind the premium. It uses word cloud to find out what makes it possible for the users to leave their first impressions on your landing page. So, if you are looking to find how users need to be coming to your website, you need to go for this tool. The pro version comes with a cost. Still, it has a lot to offer in the first place. For a single user, the Usability Hub offers a free-to-use plan. Apart from this, all the other plans are paid for.
5. Zoho PageSense
The Zoho PageSense is the one A/B testing platform that is known for providing the best features and optimization for conversion-based A/B testing. With this tool, you will be able to find out which element of your landing page is causing even the slightest conversion drop-off. You can monitor the website’s revenue by creating a revenue goal for your website and then comparing it with different forms of variations that you have used in your testing. In addition to this, you get to edit the desktop, tablet, and even mobile viewing of your landing page from its dashboard. Along with this, you can create variations of your landing page using its visual editor. Select any pre-set audience segments, or you can even customize one on your own if you want to. Lastly, the report created by Zoho PageSense is pretty detailed and well-defined. This means you will have no problem finding the result of your testing.
Wrapping Up
Well, there you have it; we believe all this information is enough for you to start your journey of testing out the landing page of your website and improving it for better results. A landing page is still the most crucial web page of your website, it’s like the face of your brand, and in order to attract customers online, you need to constantly improve it.
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Simran works as a technical writer. The graduate in MS Computer Science from the well known CS hub, aka Silicon Valley, is also an editor of the website. She enjoys writing about any tech topic, including programming, algorithms, cloud, data science, and AI. Traveling, sketching, and gardening are the hobbies that interest her.
