The key to perfecting any process is continuous testing. And, naturally, you always want to make sure you have the best possible landing page to increase your conversion rates. How can you be certain your landing page is performing at its optimal level? The answer is simple: by applying a landing page A/B testing framework.

A/B testing can be a tricky process, and for a successful outcome, you need to develop and test your A/B testing landing page framework the right way.

So, what is A/B testing, how does it work and how does it improve your conversion rates on your landing page? Let’s get into it.


What Is Landing Page A/B Testing and How Does It Work?

Landing page A/B testing is a convenient and effective way to understand how best to optimize your landing page. It is the process of testing various iterations of an Google ad landing page to determine which version yields the highest conversion rate. You can do this by comparing small changes to your landing page and monitoring the effect on your conversion goals.

A/B landing page testing consists of two main elements:

1) Control:

This is the initial landing page or element you have designed.


2) Variation:

These are the changes that are made to the landing page, which are then tested and compared to the control.

By making these minor tweaks and testing continuously, you get an understanding of the impact of each individual change. It also helps you take away the guesswork of landing page optimization.

The most effective and recommended way to do A/B landing page testing is to make one change at a time. That way, you have an accurate representation of the result of each change, and you can examine them independently. Examples of the types of changes that are commonly made include colour, positioning of elements and copy of the landing page.


So, what are the benefits of using an landing page A/B testing framework for improving your landing page?

Why Should You Use A/B Testing for Your Landing Page

According to Marketing Charts, more than 58% of marketers currently use A/B testing for their landing pages. Clearly, it’s a tactic that gets results. But what are the benefits of applying landing page A/B testing framework to optimize your landing page?

User-Friendly Testing

The phrase “A/B testing landing page framework” may sound complicated, but it is a straightforward concept. If you’re considering implementing A/B testing yourself, you don’t need any special skills or knowledge.


The process is user-friendly in that all you need to do is make one minor change at a time and monitor your conversion rates at each iteration. Once you have those results, you would compare them and determine which version of your landing page performs the best.

Accurate Results

As mentioned previously, you would only change one element on the page at a time. This means you are able to accurately track the impact of every possible tweak, no matter how minor. Although the changes might be small, the impact of each one can be surprisingly significant.


There are other tests you could implement, but A/B testing is highly effective because it takes into account both internal and external factors. And with the right tools, you are able to obtain very accurate results.

Simple Test Design

There are several tools available that allow you to do A/B testing with ease. One of the most popular software is Optimizely.

All you need to do is select the element you are looking to test, then layout your control and variant. Once you have these, you can monitor the changes to your conversion rates with each minor change that you make.

The types of elements that you can test include link colour, element positioning, calls-to-action (CTA) and copy length – just about anything you think could impact your conversion rate.


It’s clear that A/B testing can be beneficial for a business. You understand the value of a landing page A/B testing framework – but where do you start with putting one together? Keep reading for an actionable guide to putting together an A/B testing landing page framework for optimizing different landing page types.

7 Steps to Develop the Optimal Landing Page A/B Testing Framework

Get started on your A/B testing to boost the conversion potential of your landing pages and increase your revenue. Follow these seven steps to develop your landing page A/B testing framework and start running your own tests.

1. Define the Conversion Goal of Your Landing Page

The initial and most important aspect of constructing your landing page A/B testing framework is having a well-defined conversion goal for your landing page. In other words, you need to know what you want to achieve before you get started. This is because you need a clear idea of how to design and optimize your landing page based on the goals that you have set out.


Additionally, the landing page goal should be clear, for example:

2) Set Up Conversion Tracking Tools on the Landing Page

You need to acutely understand how your landing page is performing currently and how each change has made a difference. One of the ways you can do this is by adding Google Analytics tracking to your landing page.


Google Analytics enables you to monitor several metrics on your landing page and understand what needs to be tweaked. Some of the useful metrics that you can use to understand and optimize your landing page include:

Another pro tip is to use a landing page builder that has the ability to track your conversion rates. Unbounce and HotJar are two tools that can be used to collect qualitative data on your page. Metrics that you can collect using HotJar include scroll maps, heatmaps and recordings.

The more information you gather about your landing page, the better your understanding of it. And this, ultimately, means you know exactly which areas of your landing page to target for your A/B testing.

3) Calculate the Time and Traffic Required to Run the Test

Now that you have the tools to track and monitor your landing page performance, you need to know how to get the necessary traffic to your page to perform your landing page A/B testing. Beyond that, you need an idea of how much time it will take you to run and complete these tests, get the results and make the necessary changes.


There are various free and paid channels you can use to get that traffic flowing. Some of the most useful free and paid options for you include:

Free channels

There are many platforms at your disposal to help you complete this step. The key is to make sure that the way you structure marketing on these channels aligns with the goals of your landing page.

4) Draft Hypothesis

Now that you have gathered your qualitative and quantitative data, you need to put it to good use. That’s right – it’s time to make sense of all of the data you have collected. To do this in the most accurate way possible, consider drafting a hypothesis. Your hypothesis should be specific, and the goal you are trying to meet or the question you want to answer should be clear.


Once you are confident that you have your hypothesis, you’re ready to test the different elements or parameters to either prove or disprove your hypothesis. The type of testing that you do on your data depends on how much traffic you managed to get to your page.

For high traffic: Use simple landing page A/B testing where you pick one hypothesis to test at a time.

For low traffic: Use a multivariate test to make changes to multiple sections of the page and test the impacts thereof.

5) Run an Experiment

Yes! You’ve made it to the exciting part. In running your experiment, you finally have the opportunity to collect data. This data, in turn, will give you invaluable insight into how people interact with your landing page and the variants that you are testing. These results will ultimately inform whether you should pick your variant or control it to increase your lead generation.


Before we get on with running any experiments, let’s look at what types you can use and which methods are best to apply.

Split testing control and variation by traffic

The important first step is to start your experiment from a position of equality. The key is to create a variant and then distribute your traffic equally between your variant and original pages.

The variant is the new version of your landing page that you use for your A/B testing. You can have as many variants as you desire based on how many elements of your page you want to test. For successful testing, 50% of your traffic should be directed to your variant page, and the remaining 50% should be directed to your control page. The one catch with this method is that you need to have enough users visiting the page for your testing to be statistically significant. This method is best applied when you have high traffic volumes.

Sequential testing

Another method that can be used is sequential testing. With this type of testing, the traffic is not split. Instead, you run the tests one at a time, sending 100% of the traffic to each of the pages that you are testing. This means you are running the tests one at a time.

6) Result Analysis and Deployment

Now that you have your test results,you need to analyze your data to determine which elements work best for increasing your landing page conversion rates. Some of the metrics you might consider while analyzing your data are:


After running these tests and analyzing the data, you should have a clear winner. It’s time to get those conversions in and deploy the winning page!

7) Rinse and Repeat

As with any experiment, there is a chance that you may run your tests and the results are inconclusive. You might not know which variation of your page to launch because the data wasn’t as clear-cut as you would have liked. If this is the case, don’t panic. You can always run the tests again, and you may get a different outcome.


You can also change the parameters of the test (for example, increasing your sample size). The beauty of using landing page A/B testing framework is that you can run the test as many times as you’d. Eventually, you’ll get the outcome that results in increased landing page conversions.

With the seven-step landing page A/B testing framework laid out above, you can rest assured that you have tested the various elements of your page to produce the best possible outcome and increase your conversion rates. And if your variant wins, it can become your control in subsequent tests. This way, you can keep testing and continuously improving your landing page.

How Apexure Can Help You Apply the A/B Testing Landing Page Framework

Effective landing page optimization, though a simple process, takes time. Many business owners may not have the resources or capacity for continuous A/B testing. If this is the case, consider partnering with an industry leader in landing page optimization like Apexure.

We have helped devise and implement landing page testing best practices to improve conversion rates for our clients across the globe. With our landing page A/B testing framework, we can take your conversion rates to the next level and ultimately boost your revenue. Contact us today, and let’s work together to increase your sales and ROI with a conversion-focused landing page.


Related Topics:

About The Author

Waseem Bashir

Waseem Bashir

Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.

Drive More Sales or Leads With Conversion Focused Websites and Landing Pages

Get Started.
Drive More Sales or Leads With Conversion Focused Websites and Landing Pages

Share This Post On

You May Also Like

Matching ad copy to your landing page is old news, but here’s a secret not many mention: your...

Any outbound marketing effort you make must be good enough to make people open your ad. Once a...

We are conversion obsessed

Get quality posts covering insights into Conversion Rate Optimisation, Landing Pages and great design