Landing Page Optimization: 15 A/B Tests That Actually Move the Needle
Most A/B tests waste time on button colors. These 15 tests target the elements that actually change conversion rates.
1. Headline: Benefit vs Feature
'Save 10 hours per week' vs 'Automated workflow management.' Benefits win 73% of the time.
2. Single CTA vs Multiple CTAs
One clear action per page. Pages with a single CTA convert 266% higher than pages with multiple options.
3. Social Proof Placement
Test testimonials above the fold vs below. Above-fold social proof typically lifts conversion 15-25%.
4. Form Length
3 fields vs 5 fields vs 7 fields. Each field you remove increases conversion 5-10%. Find the minimum viable form.
5. Video vs Image Hero
Video heroes increase time on page 88% but can slow load times. Test which converts better for YOUR audience.
6. Long Copy vs Short Copy
Higher-priced products benefit from long copy. Lower-priced impulse buys convert better with short copy.
7. CTA Button Text
'Get Started Free' vs 'Start My Free Trial' vs 'See It In Action.' First-person ('My') often wins by 10-25%.
8. Trust Badges
Security badges, money-back guarantees, client logos. Test placement near the CTA button for maximum impact.
9. Page Load Speed
Every 100ms of load time costs 1% conversion. Compress images, lazy load, minimize scripts.
10. Mobile Layout
60%+ of traffic is mobile. Test mobile-specific layouts — not just responsive versions of desktop.
11. Pricing Display
Monthly vs annual pricing. Anchoring with a higher 'crossed out' price. Per-user vs flat pricing display.
12. Exit Intent Offer
Test different exit popups: discount, free resource, extended trial. A good exit intent recovers 10-15% of abandoning visitors.
13. Above-Fold Content
Test what appears without scrolling. Value prop + CTA + social proof above fold is the winning formula.
14. Directional Cues
Arrows, eye gaze in photos, and visual flow directing attention toward CTAs. Subtle but effective.
15. Urgency Elements
Countdown timers, limited spots, seasonal pricing. Real urgency increases conversions 30%+.
Related Articles
Explore the Growtheon Platform
Growtheon is a HighLevel alternative that unifies your entire growth stack. Manage every lead in the CRM, automate follow-up with the workflow builder, and convert traffic with funnels and websites. Book calls through the calendar, close deals with contracts & eSignature, and monetize with memberships or the learning hub. See how it stacks up against HubSpot, explore the full feature list, or check pricing to get started.