A/B testing: 10 elements to test on a landing page

What is A/B testing?

To achieve a landing page or website with an excellent conversion rate, it is necessary to capture the interest of potential prospects. The method known as A/B testing involves creating multiple test variants of a landing page to compete simultaneously. After the testing phase, the goal is to analyze the KPIs and determine the version that converts the most to keep.

It is also worth noting that A/B testing is an iterative working method. This means that after completing an initial testing phase with different versions of a landing page, you can repeat the process as many times as needed to obtain a more optimized and refined version.

A/B testing is also an excellent way to better understand your target audience, their web browsing behaviors, and their design preferences. This method allows you to refine your targeting and increase your return on investment (ROI).

Why conduct A/B tests on a landing page?

There are many reasons to conduct a test on a landing page using the A/B test method. Firstly, you can save a lot of money by conducting these tests. The more optimized your web page is, the higher your conversion rate will be. Mathematically speaking, the higher the conversion, the more profitable your landing page will be for your business.

A/B testing is also a time-saving method. Since you can test multiple landing pages simultaneously, you will quickly understand your target audience's expectations and be able to adjust your marketing campaigns rapidly.

Indeed, the goal of a converting landing page is a high form filling rate, clicks that convert, and ultimately, maximizing the time visitors spend on your web page. Once you understand how to achieve all these objectives, your conversion rate will continue to grow.

Ultimately, A/B testing is a method that allows you to arrive at the most refined version of a landing page in a gradual and rapid manner.

How to set up A/B tests on a landing page?

The simplest technique for setting up A/B tests on a landing page is to create multiple landing pages with variants (title, logo, colors, visuals, etc.). In this case, the work will involve tracking conversions based on the URLs of your different web pages on Google Analytics.

Moreover, on Google Analytics, you will find the Test tool that allows you to collect data from your web pages. The key is to configure your tests properly before launching them.

On the web, you will also find many tools for conducting A/B test campaigns such as AB Tasty, Hubspot, or VWO. These tools are generally paid, but they can provide real added value depending on your growth objectives.

The title

  • The first element that visitors to your landing page see is the title. If it doesn't make a promise, if it doesn't emphasize one of their goals or pain points, prospects will immediately leave the site. Test various formulations to find the one with the lowest bounce rate. Vary the statements:
  • Use a question: What is...
  • Include numbers: 5 ways to...
  • Start with How to...
  • Quote a statistic: 80% of professionals who...


  • Do your prospects prefer videos, infographics, photos...? To find out, test all these solutions to find the one that encourages visitors to continue navigating. Regardless of the chosen visual, it must convey a message and make visitors understand what you promise. The goal is to lead them towards conversion.

The chatbot

  • Should you use a chatbot on your landing page or not? That's a question worth asking. The enthusiasm of consumers for these conversational agents is real: 56% of French people believe that chatbots will simplify their lives, according to a Conversationnel study. This communication method is worth testing! You can easily develop one with free online tools. You will quickly see if it helps increase your conversions!

Form fields

  • If the visitor has reached the form, it's a shame to lose them here! To convert, they will need to provide personal information such as their name, address, email, position, age, mobile number, etc. The data to enter will depend on your needs. However, if you ask for too much, you risk scaring off prospects and getting 0 conversions! Conversely, if you don't ask for enough, you may lack key information for the collaboration. The secret is to ask for the right amount of information and make some fields - less strategic ones - non-mandatory. The length of the form should be the subject of an A/B test to boost your conversion rate.

The call-to-action

  • Color, size, action verb... your call-to-action button can take various forms. An essential element for conversion, it should undergo several tests to find the best formula. Google has tested over 40 different shades of blue to determine which one generates the most clicks? Unbelievable, but effective! Without going that far, test at least:
  • Different colors: darker tone than the background, completely different bright color, two or three shades...
  • Different action verbs: subscribe, download, test for free, subscribe, reserve...
  • Button size You will likely notice differences in clicks, helping you select the most effective button.

Page structure

  • Finally, you need to test the layout itself. How is your offer presented? Where are visuals, forms, and call-to-action positioned? It's time to test different layouts: reverse the content, move the form up or down, place action buttons higher, change the size of visuals, enlarge headlines, etc. Also, consider testing the format of your landing page: a short page with minimal information and maximum punchlines, and a long page that details your offer and emphasizes a list of features.

Do you think your landing page is perfect? Conduct several A/B tests, and you might be surprised by the results! Need a professional to set up A/B testing on your pages? Post a free project on Codeur.com.

The logo

  • The logo represents the identity of your brand and business. If it doesn't instill confidence in users browsing your landing page, your conversion rate may suffer. If it is not representative of your brand and service, it will be an obstacle to selling your services.

To determine the graphic identity you should opt for, conduct tests by proposing different logos on landing pages. You will quickly realize which one is most appreciated by users and which aligns best with the services you offer. The brand image of a company should never be neglected. It is part of the DNA of your brand and should be prioritized on any type of support.


  • We tend not to think about it, but colors play a crucial role in the characteristics of a landing page. On the one hand, users are sensitive to the colors of a page because they inevitably evoke a sector of activity for them. They can also evoke a feeling and evoke emotions. You can test colors at the level of the landing page background, buttons, or footer.


  • Testing the pricing and business model of your offer/service on a landing page is an excellent idea. Price is always a delicate issue for a company. It can be interpreted differently depending on what prospects perceive. This does not mean that we advise you to offer different prices for your offer/service on different landing page tests, but rather to offer discount deals to change the symbolic value of your price in the eyes of your potential customers. A/B testing is an excellent way to test your business model when you start in entrepreneurship and launch your business. It will confirm your idea of what your target is willing to pay for your offer/service.


  • The expected goal of prospects visiting a landing page is that they click on the buttons. Whether it's for information requests, quotes, form submissions, or subscribing to an offer, when the user clicks, they perform an action that you can analyze later. For this, buttons play a crucial role on a landing page. Test different button formats by modifying their content, size, shape, or color. Then determine the type of button that invites the most users to click.

Our tip: Your landing page allows you to make a good impression on your visitors but also to capture prospects arriving on your page. XPAGE can assist you in creating, designing, and integrating your landing page.