Blog | Walsworth

How to Use A/B Testing to Improve Landing Page Performance

Written by Christoph Sisson | April 16, 2015

Are you already A/B testing your landing pages to help ensure they perform well?

Or, like me, do you find the concepts of A/B testing a little abstract?

Either way, an article I found recently will clear up many of the mysteries of A/B testing, and it might even help you improve the testing processes you’ve used in the past.

Ryan Lynch’s 5 Landing Page A/B Tests (And Their Surprising Results) article for HubSpot describes how A/B testing can help you determine the layout and wording that landing page visitors are most likely to respond to. And, of course, improving the performance of your call to action helps convert more website visitors into customers.

Lynch’s article also provides actual A/B testing scenarios so that you can really grasp the concepts and apply it to your own situation and improve landing page performance on your website.

There is additional help for A/B testing on websites that don’t get a lot of traffic. And if you read Lynch’s article and want even more examples, I suggest this A/B testing best practices article.

Here is Lynch’s article:

Intuition is a powerful and often unexplainable phenomenon of human nature. Using hunches based off of past experience and knowledge, we often believe we can predict another person’s actions or intentions. This cognitive miracle empowers humans to trust their gut feelings and make decisions with little to no objective support. It’s a beautiful thing, but one that often has negative repercussions on your marketing.

When it comes to designing landing pages, there is a difficult balance to achieve between making data-driven decisions and using your intuition. Rather than making guesses or assumptions to fuel your landing page’s performance, your success is dependent on trial-and-error.

Based off an accumulation of industry-wide trial-and-error findings, marketers have formulated “best practices” for optimizing landing pages. The truth, however, is that these best practices don’t work for everyone. There’s no one size fits all when it comes to landing page design.

So if you can’t depend on intuition and you can’t depend on trial-and-error what does that leave you with?

Click here to read the rest of Lynch’s article.