You’ve set up your ads, your targeting is on point, and traffic is flowing — but conversions aren’t where they should be. The problem might not be your ads… it might be your landing page.
That’s where A/B testing comes in. Also known as split testing, this strategy helps you improve performance by comparing different versions of your landing page — and letting the data tell you what works.
In this article, you’ll learn what A/B testing is, how to run effective landing page experiments, and what elements to test to boost your conversion rate and ROAS.
What Is A/B Testing?
A/B testing is the process of comparing two versions of a web page (Version A and Version B) to see which one performs better based on a key metric — usually conversions.
Example:
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Version A has a red “Sign Up” button
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Version B has a green “Sign Up” button
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You send 50% of traffic to each version
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Version B converts better → you keep that version
A/B testing removes guesswork and helps you make data-driven design decisions.
Why A/B Testing Matters for Paid Ads
When you’re paying for every click, every percentage point in conversion rate makes a difference.
Benefits:
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Increase leads/sales without increasing ad spend
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Improve ROI and ROAS
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Validate assumptions before making permanent changes
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Reduce bounce rates and form abandonment
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Learn what your audience actually responds to
What to Test on Your Landing Pages
Start with high-impact elements that directly influence user behavior:
1. Headline
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Is it clear, benefit-driven, and compelling?
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Does it match the ad copy users clicked?
2. Call-to-Action (CTA)
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Text: “Get Started” vs “Try for Free”
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Placement: Top, middle, bottom
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Button color and size
3. Hero Image or Video
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Static vs video
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Product demo vs lifestyle imagery
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Testimonials in header
4. Form Length
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Full name, phone, and email?
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Or just email to start?
✅ Tip: Shorter forms usually convert better, but lower-quality leads.
5. Social Proof
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Include or remove reviews
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Use star ratings, case studies, or customer logos
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Add trust badges or certifications
6. Layout and Design
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One-column vs two-column
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Different fonts or colors
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Mobile-first adjustments
How to Run an A/B Test
Step 1: Pick a Goal (Metric)
Choose one primary metric to measure success, like:
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Conversion rate
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Click-through rate to the next step
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Sales or purchases
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Form completions
Step 2: Choose One Variable at a Time
Test only one element per experiment — otherwise, you won’t know what caused the change.
✅ Bad: New headline + new CTA + new image
✅ Good: Only change the CTA button text
Step 3: Split Your Traffic
Use a landing page builder or testing tool to automatically send half your traffic to each version.
Popular tools:
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Unbounce
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Instapage
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ClickFunnels
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Google Optimize (sunset, but alternatives exist)
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ConvertKit (for form testing)
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Webflow A/B integrations
Step 4: Let It Run Long Enough
Avoid stopping your test too soon.
✅ Wait until you have statistical significance, usually:
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1,000+ visits per variation
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At least 1–2 weeks of data
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A clear winner with a 90–95% confidence level
Step 5: Analyze and Act
Once your test is complete:
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Pick the winner
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Roll it out as the new default version
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Start a new test on a different element
Over time, small improvements compound into big results.
Pro Tips for Better A/B Testing
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Test high-traffic pages first for faster data
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Use heatmaps and session recordings to identify problem areas
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Run tests continuously — don’t stop at one
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Segment results by device — mobile and desktop users behave differently
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Track micro conversions like button clicks or scroll depth
Mistakes to Avoid
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Testing too many variables at once
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Drawing conclusions with low sample size
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Not aligning test with ad message
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Ignoring mobile performance
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Only testing when something is broken
Final Thoughts: Let the Data Decide
With paid traffic, your margins are tight. The difference between a 2% and a 4% conversion rate could double your revenue — without increasing your ad budget.
A/B testing gives you the insights you need to optimize with confidence, make smarter decisions, and turn more clicks into conversions.