Landing pages need to be consistently tweaked and improved in order for them to turn the largest amount of people into leads and customers…
And the way it is done is through split testing.
Split testing basically means testing two different variations of the same landing page where you change something to see what is the difference in performance.
And after the split test is finished, you pick the landing page with better performance and keep using it.
It’s as simple as that. However, what are the 4 best parts that usually increase the results the most? Well, that’s exactly what I’m going to show you in this article…
So, are you ready to begin? If so, let’s dive in.
Why Is Landing Page Split Testing Important?
In short, it will help you boost the landing page conversion rate and get better results because the landing page will convert better.
If this answer is not enough, here is an academic version of this with a more in-depth explanation if you prefer it:
Landing page split testing, also known as A/B testing, is important because it can help you determine which version of your landing page is more effective in achieving your goals, whether it be increasing conversions, reducing bounce rates, or improving engagement.
By creating two or more versions of your landing page and randomly directing traffic to each version, you can compare the performance of each version and identify which design, messaging, or layout is resonating better with your audience. This process can help you optimize your landing page for better performance and achieve your desired outcomes.
Split testing can also help you make data-driven decisions and avoid making assumptions or guesses about what works best for your audience. By using actual data to inform your decisions, you can make more informed decisions that are likely to yield better results.
So, the question is this…
What should you test? Some elements have a bigger impact on results than others and tweaking them to near perfection should be your priority…
That’s why here are some of the most impactful landing page parts to split test and improve…
1. Headlines
Headlines are the first thing that your dream customers see when they visit your landing page, and they are going to decide solely based on it whether or not they are going to go through it.
That’s why headlines are so important.
If your dream customers are not going to watch a second of a video, read a single word after reading the headline, and they’ll just leave…
How high the conversion rate do you think is going to be? Exactly…none.
And that’s why the headline is one of the most important elements of your landing page to split test. The better you are going to make it and the more people will read past the headline, the more leads and sales you are going to get.
Test different variations of the same headline or even use two totally different headlines. It doesn’t matter.
However, you need to find out what works best. So, do this…
2. Video Sales Letter
The second thing that is going to have a giant impact on how well the landing page is going to convert is the promotional video that you might have included.
If the video is supposed to persuade people to take some form of action, then the video is called a video sales letter.
If the video is where you deliver the entire message the landing page is supposed to share, then split testing it will have a tremendous impact on the conversions.
If you have a normal sales copy backing it up, it will have a giant impact as well though it won’t be that big.
That’s why testing this element is incredibly important.
Record different versions of the video sales letter and split test it to find out what works the best and make the landing page convert as much as possible.
And now, let’s move on to the next important part of a landing page to split test…
3. The Offer
Sometimes the most important thing you are going to test has nothing to do with the looks of the landing page, its loading speed, or anything like that…
Usually, when your landing page doesn’t convert it’s because of the offer that you make.
That’s why you need to split test the landing pages using different versions of the offer as well. Find out what offer makes people take action and then make it as great as possible.
Try adding some bonuses or in some cases even remove them, see if people like digital versions or physical ones, see how they respond to multiple options, etc.
Sometimes this part alone can transform the number of leads and sales you get, unlike any other part of the landing page.
And that’s why you need to test it at all costs…
And now, let’s move on to the next important part of landing pages that you need to split test it and improve…
4. Loading Speed
Another important but mostly underestimated part of a landing page is its loading speed.
Why is it so important though? Kissmetrics reports that 40% of people abandon a website that takes more than 3 seconds to load. Do you understand how much traffic might be leaving your landing pages just because of that?
It’s INSANE!
And that’s why you need to optimize it as much as possible.
The less time it takes to load a landing page, the better results you are going to get. It’s not just an SEO thing, it is directly impacting conversions.
Got it?
So, try lowering the image size, removing all unnecessary code, and doing all of this important stuff to make your landing pages load as fast as possible.
And if you make a lot of changes, then it is of course important worth doing a split test.
Alright, I hope you found this article and now it is time to take action.
Filip Konecny 