The process of A/B testing is quite simple—it’s a method of comparing two versions of the same page to determine which one does better. A lot of veteran marketers swear by A/B testing as a means to improve their conversions.

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And for good reason too. One small change in your copy or design could lead to a significant boost in conversions, especially when it comes to landing pages.

Keeping in mind that you only have a few seconds to capture your audience’s attention, it’s important that you are able to optimize the key elements of your landing page to maximize opportunities for conversion. That’s why, as a long-time content marketer, I fully recommend using A/B testing for your landing pages versus simply testing isolated elements on your page. Why leave your success up to chance when you have the opportunity to evaluate what elements can be improved or are more preferred by your audience? Once you have this kind of insight, trust me, you can easily implement it on your landing page to achieve higher conversion rates.

Now, with that said, the question now is, what elements should you be testing?

I can’t argue with the fact that every single element on your landing page is important. However, there are a few things that you can focus on first, especially when your objective is to generate traffic. Here are my recommendations below:

1. Your headline

The headline is one of the first things your users will see once they arrive on your landing page. It will create their first impression of your brand or business and it has to communicate credibility.

You want to make sure that your headline is catchy, but clear—meaning that audiences immediately know they landed on the right page. It has to capture their attention and compel them to keep scrolling down until they see your call to action (CTA).

2. Your call to action (CTA)

As creative, unique, and professionally designed as your landing page may be, it’s unfortunately not enough to guarantee your conversions. One of the most important elements on any landing page is the CTA.

The size, color, and position of the button can do a lot to improve your conversions. Combined with your CTA copy, it’s a powerful element that can make or break your objectives.

3. Your multimedia

You have to be strategic about what kind of media you use on your landing page. Some landing pages may work better with a related image to engage people, while others may prefer a video. Testing what works best on your landing page is a great way to understand the media that engages your audience better.

4. Your form fields

This is one of the trickier parts of conversion. Often the biggest pain-point users experience when opting-in via a landing page is the volume of information being asked of them using form fields. This can vary also depending on your offer.

Often, going the simple, shorter route is recommended. The less information you ask of your users, the more willing they are to go through your conversion funnel. However, there are instances when additional information communicates more credibility for your brand and encourages more users to sign up.

This is why it’s critical that you test your form fields to see what your users respond to and engage with better.

A/B testing can be tricky if you’re new to it. So, if you would like to continue this conversation, do get in touch with me at Leadspanda. I’d be happy to answer any questions you may have.