10 A/B Testing Ideas That Will Skyrocket Your Landing Page Conversions

1. Test Different Headlines: The First Impression Matters

Your headline is the first thing visitors see, and it plays a major role in whether they stay or leave. Testing different headline variations can give you insight into what resonates with your audience.

What to Test:

• Length: Short and snappy vs. long and detailed
• Tone: Casual vs. formal
• Focus: Benefit-driven vs. feature-focused
• Use of Numbers: “Save 20% Now” vs. “Boost Your Sales Fast”

Example: Crown & Paw tested their homepage headline, experimenting between a playful, humorous tone and a straightforward, value-focused headline. The playful version increased conversions by 16%, showing that their audience preferred a lighthearted approach.

Pro Tip: Use a headline generator or copy testing tool to gather inspiration and generate data-driven ideas for your tests.

2. Experiment with Call-to-Action (CTA) Buttons: Your Conversion Gateway

CTAs are pivotal in guiding your visitors toward the desired action. Small tweaks here can lead to big conversion gains.

What to Test:

• Button Text: “Get Started” vs. “Try for Free”
• Color: High-contrast colors like red or green can grab attention.
• Size and Placement: Above the fold vs. below the fold

Example: Optimizely found that changing their CTA text from "Learn More" to "Get Started" increased click-through rates by 47%. It’s a small change, but one that made the action clearer and more compelling for users.

Pro Tip: For mobile users, consider testing larger, touch-friendly buttons to accommodate different screen sizes and user behaviors.

3. Optimize Your Form Fields: Less Can Be More

Forms are often the last step before conversion, and optimizing them can dramatically reduce abandonment rates.

What to Test:

• Number of Fields: Fewer fields typically lead to higher completion rates.
• Field Order: Place easier fields first to create momentum.
• Single-Page vs. Multi-Step Forms: Multi-step forms can reduce cognitive load.

Example: Design Pickle reduced the number of form fields from five to three, leading to a 26% increase in form submissions. By simplifying the process, they made it easier for users to complete the form.

Pro Tip: Consider using conditional logic to show only relevant fields based on previous answers.

4. Try Different Landing Page Layouts: Design for User Experience

The structure of your landing page can make or break the user experience. Testing different layouts helps you find the best design that leads visitors naturally towards conversion.

What to Test:

• Single vs. Multi-Column Layouts: A single-column layout may be more effective for focus.
• Above-the-Fold Content: Test what content grabs attention immediately.
• Use of White Space: More white space can make your content easier to digest.

Example: Highrise tested a long-form landing page against a shorter, minimalist version. The long-form page, which included more detailed information, saw a 37% increase in conversions, demonstrating that their audience preferred comprehensive content.

Pro Tip: Use heatmaps and scroll maps to see where users are spending the most time and adjust your layout accordingly.

5. Test Social Proof Elements: Build Trust Instantly

Adding elements like customer reviews, testimonials, and trust badges can significantly impact your conversion rates by reducing the perceived risk.

What to Test:

• Type of Social Proof: Customer reviews vs. trust badges vs. user-generated content
• Placement: Above the fold vs. near the CTA button
• Format: Text-based testimonials vs. video testimonials

Example: A/B testing on a SaaS website showed that adding a video testimonial next to the signup button increased conversions by 22%. The video format provided a more engaging, authentic experience for potential customers.

Pro Tip: Use recent and relevant testimonials that speak directly to the visitor's pain points.

6. Play with Product Images: Show, Don’t Just Tell

For e-commerce sites, product images are often the deciding factor in whether or not a customer makes a purchase.

What to Test:

• Lifestyle vs. Product-Only Images: Lifestyle images can help users envision the product in use.
• Number of Images: More images can provide a more comprehensive view but may overwhelm users.
• Image Quality: High-resolution vs. lower-resolution images

Example: Hubspot’s A/B test of product images found that using user-generated photos instead of polished studio shots increased conversions by 17%. Authenticity often trumps perfection in e-commerce.

Pro Tip: Test 360-degree views or zoom functionality to give users a more detailed look at the product.

7. Test Pricing Presentation: It’s All About Perceived Value

How you present pricing can be just as important as the price itself. Small changes in format or emphasis can lead to significant differences in conversions.

What to Test:

• Monthly vs. Annual Pricing Emphasis: Highlight the savings of an annual plan.
• Decoy Pricing: Introduce a middle option to make the most expensive option seem more reasonable.
• Visual Cues: Use color, icons, or badges to draw attention to the recommended plan.

Example: A SaaS company found that emphasizing the annual plan (with a “Save 20%” badge) increased signups for that plan by 34%. It framed the offer as a better value.

Pro Tip: Include a brief list of features or benefits directly beneath each pricing option to help users make an informed decision.

8. Try Different Offers and Incentives: Sweeten the Deal

Sometimes, your offer might need a little tweaking to boost conversions. Test different types of incentives to see what resonates best.

What to Test:

• Discount Type: Percentage-based vs. flat-rate discounts
• Lead Magnets: Free ebook vs. a free trial
• Urgency Tactics: Limited-time offers vs. ongoing promotions

Example: A retail website tested offering free shipping vs. a 10% discount. The free shipping offer increased the average order value by 18%, as customers perceived it as a greater value.

Pro Tip: Use urgency sparingly—false urgency can erode trust if overused.

9. Experiment with Trigger Timing: Don’t Interrupt the Flow

When you show your popups or forms can be as critical as what they say. A poorly timed popup can disrupt the user experience, while a well-timed one can capture leads effectively.

What to Test:

• Exit-Intent Popups: Capture users before they leave.
• Scroll Triggers: Show popups after the user has engaged with the page content.
• Time Delays: Wait 10-15 seconds before displaying your offer.

Example: An A/B test by Obvi found that using a teaser popup with a countdown timer increased conversions by 36% compared to a standard exit-intent popup.

Pro Tip: Analyze user behavior to determine the optimal trigger timing for your audience.

10. Test Different Value Propositions

Your value proposition is the key reason customers choose your product over a competitor’s. If it’s not compelling enough, you risk losing potential leads right at the top of the funnel. A/B testing different versions of your value proposition can help you discover what resonates most with your audience.

What to Test:

• Focus on different customer pain points (e.g., “Save time” vs. “Save money”).
• Emphasize unique features or benefits.
• Use social proof or credibility indicators (e.g., “Trusted by 10,000+ companies”).

Why It Matters: A strong value proposition hooks users immediately and can increase both engagement and conversion rates by clearly communicating why your product is the best choice.

Pro Tip: Experiment with displaying your value proposition above-the-fold on your landing page to make sure it’s one of the first things users see.