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4 Landing Page Testing Best Practices Brands Should Follow

Ensley Campbell
Ensley Campbell |

Landing pages are one of the most important assets in ecommerce and digital marketing. They provide a focused experience designed to convert visitors into customers or leads. But simply launching a landing page isn’t enough — you need to test and optimize to truly unlock their potential. A/B testing helps you understand what works for your audience and make data-driven decisions that increase conversions and revenue.

Why Landing Page Testing Matters

  • Identify what resonates: Testing reveals which messages, visuals, and layouts actually engage visitors.
  • Reduce guesswork: Rather than relying on opinions, you get concrete data to guide changes.
  • Boost conversions: Even small improvements compound over time, leading to significant revenue growth.
  • Understand audience behavior: Learn how different segments respond to different offers or designs.

Best Practices for Setting Up Tests

1. Start With Research

Before you run a test, gather insights about your audience and page performance. Look at analytics to see where users drop off, review heatmaps to understand attention patterns, and collect feedback through surveys or chat transcripts. This helps you form solid hypotheses instead of random guesses.

2. Define Clear Goals

Every test should have one primary goal, like increasing signups, sales, or clicks on a CTA. Secondary metrics like bounce rate or AOV can provide context, but avoid splitting focus between too many objectives.

3. Test One Variable at a Time

To truly understand what’s driving results, isolate a single change per test. For example, if you want to test headlines, don’t simultaneously change button colors or images. Keep the experiment clean.

4. Prioritize High-Impact Pages

Start testing on pages with high traffic and low conversion rates. Improvements here will deliver the most noticeable results. Once those are optimized, move to smaller pages or micro-conversions.

Common Elements to Test on Landing Pages

  • Headlines: Your headline is often the first thing visitors see. Test different value propositions, tones, and lengths.
  • Call-to-Action Buttons: Experiment with button text, colors, and placement to find the most compelling combination.
  • Hero Images or Videos: Visuals communicate quickly. Try lifestyle imagery vs. product-focused images.
  • Form Fields: Fewer fields often increase completion rates. Test the minimum information required.
  • Social Proof: Customer reviews, testimonials, and trust badges can reassure visitors. Test placement and format.
  • Copy Length: Short vs. long-form copy can have very different effects depending on product complexity.

Running Effective A/B Tests

Calculate the Right Sample Size

You need enough traffic to achieve statistically significant results. Running a test with too few visitors may lead to false conclusions. Use online calculators to estimate the necessary sample size before launching.

Run Tests for a Full Business Cycle

User behavior often varies between weekdays and weekends or during seasonal peaks. Run your test for at least a full week, ideally two, to account for these fluctuations.

Segment Your Audience

Not all users behave the same. Segment results by device type, traffic source, or location to uncover insights that might be hidden in the overall data.

Use Control and Variations

Always compare your new version (variation) against the existing one (control). This establishes a baseline and helps you see whether changes truly move the needle.

Interpreting Results and Taking Action

  • Look for statistical significance: Don’t end a test prematurely just because you see a short-term swing.
  • Consider business context: A winning test in terms of conversions might not align with brand guidelines or profit margins.
  • Iterate continuously: Testing is an ongoing process. Use learnings from one test to inform the next.
  • Document everything: Keep a record of what you tested, why, and the results to build institutional knowledge.

Examples of Landing Page Tests

Headline Test: A store selling eco-friendly apparel tested two headlines: “Sustainable Fashion You’ll Love” vs. “Look Good, Feel Good, Do Good.” The second headline boosted conversions by 18%.

CTA Color Test: An electronics retailer experimented with button colors. Switching from blue to orange increased clicks by 10% without harming trust signals.

Form Simplification: A subscription service reduced its sign-up form from six fields to three. Completion rates jumped by 25%.

Common Mistakes to Avoid

  • Testing too many changes at once, making it impossible to know what worked.
  • Ending tests too early before statistical confidence is reached.
  • Ignoring external factors like ad campaigns or seasonal events that may skew results.
  • Failing to align tests with overall business strategy and customer journey.

Conclusion

Landing page testing is a powerful tool for ecommerce growth. By following best practices — starting with research, focusing on clear goals, and iterating continuously — you can turn insights into action and create pages that truly resonate with your audience. Over time, these small, data-driven improvements add up to substantial increases in revenue and customer satisfaction.