How to A/B Test Landing Pages & Why It Makes a Big Difference

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The world of A/B testing… you’ve probably been exposed to it and heard some things about it, but maybe it seemed a bit too complicated to actually dive into.

Well, we get you! A/B testing can feel like you’re entering a maze, and, truthfully, most information can be a bit too complex. 
But don’t worry! In this blog, we’ll guide you through everything you need to know about A/B testing for landing pages while giving an in-depth guide that will cover the step-by-step process for setting it up in HighLevel… spoiler alert: it’s pretty easy! Let’s jump right in.

ab testing
We’re going to address: 
  • The Problem: Your Landing Page Isn’t Improving Your Conversion Rates
  • Your DIY Fix (Spoiler Alert: It Doesn’t Work)
  • Enter A/B Testing
  • What It Is & How It Works (Step by Step Guide)
  • Why You Need To A/B Test Your Landing Pages
  • A/B Testing & Beyond with HighLevel

The Problem: Your Landing Page Isn’t Improving Your Conversion Rates

Before we get in too deep, try to picture this: You just created the coolest landing page (or funnel) for your company or client. You are stoked to get it live, so you publish it and eagerly await for the conversion rate to skyrocket.

But as time passes, nothing happens. You check and recheck everything, but despite its brilliance, your conversion rate remains disappointingly low.

It’s a catastrophe! Putting all that hard work, time, effort, and money into a stunning landing page that doesn’t deliver the expected conversion rates is disheartening.

So, what’s next? You have options!

You can start over with a new design, or you can start tweaking page elements to see if that boosts conversions. Is the CTA button too small? What if you try a different image? What if the button is actually too big?! 

The options are pretty much endless, but even if you do end up moving forward with small or big changes, you might still find yourself scratching your head. Why? Because the decisions you’re making are not data-based.

Attempting to guess your way to a successful landing page, one tweak at a time, is like taking a shot in the dark.

Thankfully, with A/B testing, you can take the guesswork away.

So… What is A/B Testing

Now, let’s jump into the meat of things – what is AB testing?

A/B testing is basically comparing two versions of a webpage, email, or advertisement to determine which one performs better in terms of achieving a desired outcome, such as click-through rates or conversions.

In A/B testing, a single variable (such as a headline, button color, or layout) is changed between the two versions, while everything else remains the same. By randomly showing these variations to different audience segments, you can gather data on which version drives more engagement or conversions.

Ultimately, A/B testing allows marketers to make informed decisions based on real data, optimizing campaigns and improving overall performance. It’s a powerful tool for refining strategies and maximizing results in the digital landscape.

Out with the OLD, in with the A/B Test!

Say NO to:

  • Building out a landing page
  • Monitoring the conversion rate for a month or two
  • Making adjustments based on the results
  • Testing the updated page against the original after another month or two
  • Continuing this process to optimize performance
  • Rinse and repeat and test and repeat and test and repeat and test

Say YES to:

  • Creating two different versions of a landing page
  • Testing them simultaneously with an A/B test
  • Reviewing real-time data from both versions
  • Deciding which page is better at converting visitors
  • Choosing the winning page to use
  • Saving time and money

Why You Need To A/B Test Your Landing Pages

Now that you understand the concept of A/B testing, you might still be wondering if it’s really necessary. After all, you have a pretty good idea of what your visitors are looking for, right?

While that could be true, when it comes to key elements of your landing page—like the Call to Action placement, striking yet gentle color choices, urgent but not alarming language, or ensuring user-friendly form fields—having the ability to test different options can be incredibly valuable before settling on a final version.

Testing allows you to fine-tune these critical details based on real user feedback, ultimately optimizing your landing page for maximum effectiveness. It’s about making informed decisions that resonate with your audience and drive better results.

Why A/B Testing Should Be Part of Your Page Building Process

If you’re still not convinced, let’s take a closer look at why A/B testing should be a fundamental part of your page-building strategy. Here are six compelling reasons why incorporating A/B testing can save you time, money, and stress while optimizing your page performance.

why AB Testing

1. Saves You Time:

A/B testing eliminates the need to create and test multiple landing page designs one by one. Instead, you set up a test, let it run, and then focus on the version that performs better, saving you valuable time.

2. Saves You Money:

By A/B testing your landing pages and other key pages like your homepage or product pages, you can reduce the number of redesigns needed, cutting down on expenses. It also helps consolidate your promotional spending into more effective campaigns, saving you money in the long run.

3. Saves You a Headache:

Comparing different versions of your pages can be confusing when done manually. With A/B testing, you can see real-time results side by side, making it easier to identify the winning variation.

4. Saves You Some Trouble:

If adjustments to your page result in worse performance, it can be challenging to revert back without A/B testing. A/B testing allows you to compare and analyze different versions without losing your original design.

5. Saves You Stress:

Landing pages have many components affecting their success. A/B testing reduces stress by helping you understand which changes directly impact performance without second-guessing.

6. Saves You the Unknown:

External factors like seasons or events can influence page performance. A/B testing helps isolate these variables, giving you clearer insights into what drives success.

A/B Testing & Beyond With HighLevel

We’ve made a great case for integrating A/B testing into your page-building strategy, but now let’s talk about putting it into action. And what better way to do this than with HighLevel? 

HighLevel simplifies the A/B testing process, making it easier than ever to optimize your landing pages for success without sacrificing in-depth powerful features. 

With HighLevel, you can:

  • Easily customize traffic distribution between variations.
  • Enjoy unlimited landing pages without additional costs.
  • Navigate a user-friendly interface for seamless testing.
  • Experience smoother testing with fewer technical issues.
  • Automatically create new paths for landing page variations.

Better. Faster. More Strategic.

With all of these benefits, you can get a more accurate picture of what’s working and what’s not, and you will be getting it a lot faster.

This allows you to declare a winning landing page at an earlier stage of your marketing strategy, so you can hone in on that target market and what they are looking for. 

Ready to enhance your conversions with A/B testing? Try running an A/B test that follows these suggestions:

  • Test different headlines to capture attention.
  • Experiment with color schemes to evoke desired emotions.
  • Try various CTAs and placements to optimize conversions.
  • Explore different offers to attract more visitors.
  • Keep your framework intact for easy reference and quick change

Want to take it a step further and capitalize on your potential conversions even more? Check out all the other awesome features HighLevel offers, such as utilizing an exit popup and installing the HighLevel Webchat Widget on your landing pages!

Validate Your Landing Page Content With a Webchat Widget

The Webchat Widget enables direct communication with visitors, ensuring they have all the information needed to make a purchase or take action without leaving the page. This approach caters to consumers who value comprehensive information upfront, minimizing frustration and increasing conversions.

Moreover, gathering visitor questions through the Webchat Widget provides invaluable insights for refining your landing page during the A/B testing process.

Take Another Swing As People Leave Your Landing Page with Exit Popups

Exit popups offer a strategic way to retain visitors to your website and prevent bounce rates. They act as a second opportunity to capture attention and promote your product or service effectively. Unlike primary CTAs, exit popups often feature a softer call to action, presenting a less urgent and more approachable message.

Ready to start making informed decisions that improve your landing page performance? Start A/B testing today with our FREE 14-day trial!

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