Process Flow
Animated overview of the full workflow
TL;DR
A/B test your landing pages by sending ad traffic to two or more page variants and measuring which converts better. Test one element at a time: headline, CTA, form length, hero image, social proof, or layout. Use tools like Google Optimize (sunset, use alternatives), VWO, Optimizely, or simple UTM-based splits. Run tests until you reach statistical significance (typically 100+ conversions per variant).
Step-by-Step Guide
Follow these 3 steps to complete this guide
- 1
What to Test
**Headlines:** Test different value propositions, benefit statements, or pain points. **CTAs:** Test button text, colour, size, and placement. **Form length:** Fewer fields = more conversions but potentially lower quality. **Social proof:** Test testimonials, reviews, trust badges, or client logos. **Hero image/video:** Test different visual approaches. **Page length:** Short vs long-form.
- 2
How to Run Tests
Split traffic evenly between variants using your testing tool or by creating separate ad sets pointing to different URLs. Ensure both variants receive traffic from the same audience and creative to isolate the landing page variable.
- 3
Statistical Significance
Do not call a winner too early. Each variant needs at least 100 conversions (ideally 200+) for reliable results. Use a statistical significance calculator to confirm results before implementing.
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