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Beginner’s Guide To Landing Page A/B Testing Framework

This blog will cover how you can maximize conversions from your existing landing page with my seven steps landing page A/B testing framework. If you have little or no experience with split or A/B testing, don’t worry, this article will cover the basics to understand how to test your pages to generate quality leads.

Before understanding the landing page A/B testing framework, let’s define what A/B testing is.

What is Landing Page A/B Testing?

A/B testing or split testing is a marketing exercise in which you divide your audience to test various webpage or landing page versions and see which one performs better.

For example, you can show half of your audience version A of a landing page while showing the other half version B. Then, decide which one is more effective with the help of performance data. In this manner, you can filter out the non-working elements of your website or landing page.

Advantages of Landing Page A/B Testing

Marketers in conversion rate optimization (CRO) consider split testing as one of the ultimate tools to increase your click-through rate (CTR), as your landing page gets customized according to your audience preferences.

Other advantages of split testing include:

  • Reduction in Bounce Rate

A/B testing helps create a landing page or website focusing on consumers’ pain points. It decreases your bounce rate and boosts visitor engagement. Finally, resulting in better conversions.

  • Better ROI

A/B testing has a high return on investment because even minor modifications to your website can significantly improve lead quality.

  • Easy to Analyse

A/B testing allows you to make minor, incremental changes that are easy to analyze and implement. By checking the performance analytics of all landing page versions, it becomes easier to understand which page elements attract the audience.

Things To Do Before Landing Page A/B Testing

Let’s quickly discuss the prerequisites you need before split testing your landing page vs website page.

To achieve better results, you need a landing page designed and built with a conversion focus. It means the page should have all the necessary elements like.”

  • Benefit focused headline
  • Trust Icons and badges
  • Social Proof
  • FAQs

Second, you need to have a traffic channel that you can use to send relevant traffic to the landing page.

So if you have traffic and a good landing page, we can move to understand how to perform testing.

Also Check: Optimize your landing pages with our comprehensive checklist. Enhance conversions and capture leads. Click here to explore and download the landing page checklist now.

My 7-Step Landing Page A/B Testing Framework

1. Defining The CTA

Call-to-action (CTA) here refers to what primary goal you want to achieve with the webpage. For example, if it is a landing page to gather visitors’ information, you can use CTA like Start a Free Trial or Book a Demo, etc.

2. Setup Tracking

A/B Testing Framework

A good quote says, ” What gets tracked gets improved.” So to set up tracking, I use three things:

a. First, I set up Google Analytics to learn about user behavior. These include metrics like Time on page, demographics, peak times, bounce rate, etc.

b. Second, I use a dedicated landing page builder to track all conversions. I usually recommend using Unbounce as it’s easy to set up split tests later.

c. Third, I use HotJar – HotJar is a great tool to measure qualitative data. It includes things like – HeatMaps, Scroll Maps, Visitor recordings, etc.

3. Collect Data

Once all this gets set up, we can start collecting data. I recommend using a channel to send relevant traffic to the landing page. You can use paid channels like Google, Facebook, LinkedIn, or other media like emails or affiliates to attract better traffic.

4. Draft Hypothesis

We developed a sheet of ideas to test based on all the qualitative and quantitive data. We can prioritize them based on the significance of impact and the effort required to build it. If your page has low traffic, I recommend testing a different offer instead of micro-changes.

A/B Testing Framework in 7 steps

5. Run the Experiment

If you have high traffic, I recommend picking one hypothesis to test. If your page has low traffic, I recommend testing a different offer instead of micro changes. To test the page, we have a couple of options:

We have a few options.

a. Split test the page by traffic

In this option, we can create another variant, e.g., B –, and distribute the traffic equally between the original or control and the variant page. So 50% of traffic goes to our new variant page and 50% to the control page. However, the challenge is that the result is statistically significant; you need enough users to visit the page.

b. Sequential Test

The other option is to run Sequential Testing. So in this version, we send 100% of traffic to only one page at a time. Although this is not technically AB testing, this can still work if the user motivation remains the same.

6. Pick a winner

Once your test concludes, analyze the results by considering metrics like percentage increase, confidence level, etc. After considering these numbers, if the test succeeds, deploy the winning version.

7. Rinse and Repeat

So, e.g., if the variant performed better than the control, we can now deploy the variant as the new control, pick another item from our hypothesis list, and start our latest test.


With this 7-step landing page A/B testing framework, you are set to optimize your landing page or webpage for higher conversions and a better user experience. You can check out my other blogs related to different types of landing pages and Google Ads conversion tracking for enhancing your marketing campaigns and lead quality.

Also, Check:

6 Mobile Landing Page Best Practices To Boost Conversion Rate
Landing Pages Explained With Simple Examples
Principles of Landing Page Design and Essential Elements
Appointment Booking Funnel: Guide To Build An Automated Funnel
Why And When To Use Landing Pages

Waseem Bashir
CEO of Apexure
Waseem Bashir
CEO of Apexure
Waseem Bashir
CEO of Apexure
Waseem Bashir
CEO of Apexure

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