5 Simple Landing Page A/B Tests to Start Right Now

Christine   4

Updated on August 2, 2022

If you’ve been trying to generate more leads or sales, but you’re just not getting as many conversions as you hoped…it’s time to run an A/B test.

In this video, you’ll learn about 5 simple A/B tests you can run to boost your landing page conversions.

Be sure to watch to the end for our best tip on how to grow those conversions higher and higher.


What is A/B Testing?

Landing page A/B testing is a tried and true method to identify the elements on your landing page that resonate with your audience and convince them to sign up.

If you’re not familiar with A/B testing, this is how it works:

You’re going to create two versions of the same landing page to determine which one performs better.

One landing page variation displays your original design (also known as your “control” or A variation), and the other (the B variation) includes a distinct design change you want to test against the control.

Example of an A/B Test

For this A/B test, we added testimonials to our B variation, while the A variation had none.

If you change more than one detail on the same landing page, you won’t get a clear indication of what change influenced your conversion rate. So, it’s best to stick to one change per A/B test for clearer results.

Now, the alternative to A/B testing is making changes to your landing page and seeing if conversions go up or down. That makes it much harder to track the conversion rate on the page you want to optimize.

And even if you do have a good way to track your results, if a change you make leads to a lower conversion rate you’ll have to revert to the old design. How will you do that?

Will you remember what the old design was?

But this can be sorted in a single click with a landing page A/B testing tool like Thrive Optimize.

A/B tests are far more beneficial because they are quick and easy to set up. 

The results you get from each test includes actual conversion metrics you can use to identify which design converts better.

In this video, Christine walks you through 5 simple A/B tests you can start immediately, using Thrive Architect’s split testing add-on – Thrive Optimize.

Easy A/B Tests with Thrive Optimize

Thrive Optimize is our A/B testing plugin and is available as part of Thrive Suite, or as a premium add-on to Thrive Architect.

This plugin makes it easy to conduct A/B tests and collect solid data to help you turn your landing pages into lean, mean conversion generating machines.

If you haven’t run an A/B test on one of your conversion-focused landing pages yet, you should create your first as soon as possible.

5 Key Landing Page Elements to A/B Test

1. Headlines

Headlines are important because they’re often the first element, on your website, to communicate what your visitors can expect from your business.

At Thrive Themes, we believe in the power of benefit-driven headlines.

A great example of a benefit-driven headline is “Get your first 1,000 email list subscribers”.

It describes the benefit people will get by opting in to get your lead magnet, or signing up for your course, etc.

On the other hand, a non-benefit driven headline would be something like “The Best Email Tips”. This headline is quite vague and doesn’t communicate your offer’s benefits in an attractive way.

At surface level, it would be easy to say that a benefit-driven headline will resonate with your audience more — but audiences can be pretty surprising.

You never really know what people will respond better to. And that’s why you need to to A/B test the headlines on your landing pages.

2. Calls to Action

A call to action is designed to prompt an immediate response or action from your site visitors.

Example of a Call to Action from the Ommi smart landing page set

Calls to action should be easy to see and bold enough to make your visitors take immediate action.

For example, on a lead generation landing page, where you’re offering a free lead magnet, your call to action might be “Download Now” or “Get this Free Guide”.

If you’re offering a product, your call to action might be “Order now” or “Enroll now”. You can even add urgency to your call to action by saying “Enroll now before the price goes up”.

A good call to action usually involves a verb that commands your audience to take immediate action, so something like “Submit” on a button is not considered a good call to action. But again, you can find out for sure by A/B testing.

3. Images

Now you might be wondering, “Can changing an image actually make a difference?”

The answer is yes, it can.

Images can actually have a huge effect on conversions. And that’s because images aren’t just there for decoration. They play an important role in communicating the overall feel of your brand.

Using the right images on your landing pages can also build trust with your audience.

Including images like a photo of yourself, as the owner of the business, in the about section of your landing page can drive up trust significantly. It makes it easier for your audience to trust you because they feel like they’re actually interacting with a person.

You can run an A/B test of your landing page that includes images of you and your business vs a landing page that doesn’t have any images and relies almost entirely on persuasive copy.

This type of image-focused A/B test also works if you’re selling a physical product. You can run a test where your A variation displays an image of the product on its own, and the B variation displays an image of someone using the product.

4. Testimonials (With and Without)

Next, you can test a landing page with testimonials vs without.

Testimonials can be a BIG game-changer for your lead generation strategy.

In fact, simply adding testimonials boosted our sales page conversion rate by 25%. One small tweak led to a massive result and we wouldn’t have known that without A/B testing. You can read more about our experiment here.

Think of it like this:

If your last online course did $100k in sales, a 25% increase in conversions means you’d make an extra $25,000! That’s a lot of money to leave on the table.

So, testimonials are definitely something to test on your landing pages.

Now there’s a few different ways to add testimonials to a landing page. You can use:

  1. 1
    Thrive Ovation, our all-in-one testimonial management plugin, to help capture and display testimonials from your customers.
Process of turning a review on social media into a Thrive Ovation testimonial

Easily turn a social media review into a testimonial in Thrive Ovation.

  1. 2
    The Testimonial element that comes with Thrive Architect… these are helpful if you want to place specific testimonials inside a background section, alongside other elements.
Screenshot of testimonial templates available in Thrive Architect

Testimonial templates available when you select the “Testimonial” element in Thrive Architect.

  1. 3
    Testimonial Block templates in Thrive Architect. These are pre-designed testimonial sections that are quick to customize and match their respective smart landing page design.
Screenshot of Testimonial Block in Thrive Architect

Testimonial Blocks from one Ommi, one of our smart landing page sets.

5. Landing Page Copy

If your landing page isn’t converting, sometimes it’s just a matter of tweaking the copy so it resonates with your audience better.

And if you’re not sure what to write, or how to structure your copy, Thrive Architect comes with several conversion-focused landing page templates for sales pages, lead generation pages, and so much more.

Most of these pre-built templates come with pre-filled, tutorialized text so you know what to write where on your landing page.

Snapshot of landing page templates from Ommi Theme

Landing page templates from the Ommi smart landing page set.

In this video, Christine shows you where to access these pre-built templates and how to choose a landing page design that suits your business. You’ll also learn how to add more sections to your templates if you need to include additional information in your landing pages.

Start Your First A/B Test Right Now

So, these are a few simple landing page A/B tests that can improve your sales and opt-in conversions.

Which one are you going to test out first? Let us know in the comments.

by Christine  July 14, 2022


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Leave a Comment

  • I have looked into setting up A/B tests but I use Shopify and I am not sure what url to use for the thank you page in order to register a conversion. I have looked at the Shopify support forum and contacted support but I haven’t found an answer.

    Do you know of Thrive Themes customers that have successfully set up A/B tests with a Shopify checkout? Thanks.

    • Hi KC, our tools are based on WordPress. You’ll need to find a different solution to A/B test Shopify pages.

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