A/B testing is a key tool in conversion rate optimization (CRO), where two or more versions (variants) of a page are compared to determine which produces the best result. Its goal is to maximize the benefit, or conversion, from the traffic directed to the landing page.

Properly conducted A/B testing provides valuable data about your audience and what resonates with them. Here are eight tips to ensure the effectiveness of your landing page testing.

1. Test only one variable at a time (Ceteris Paribus)

A/B testing must adhere to basic scientific principles, especially the ceteris paribus concept: all other things remain the same. If you change multiple elements on a landing page simultaneously – for example, the header text and the color of the call-to-action (CTA) button – you cannot say with certainty which change actually led to the increase in conversion. Keep tests simple: always test only one variable at a time.

2. Prioritize what to test: Start with big changes

While the previous tip emphasizes testing one variable, it’s important to prioritize what is being tested. Don’t start by fine-tuning the shade of a button. The biggest differences in conversion rates usually come from broader changes, such as:

• Page structure: Long sales copy vs. short and concise structure.
• Visual element: Static image vs. short background video.
• Value proposition: Different headline options and core message formulation.

So start by testing major elements and move to small adjustments only after you’ve found the most effective overall structure.

3. Continuous testing is the foundation of conversion optimization

Even small changes can have a surprisingly large impact on conversions over time. Conversion optimization is not a one-time project, but an ongoing process. Therefore, test regularly and make changes based on the results. The more tests you run, the less you leave to chance and the more data you gather for future landing pages and marketing efforts.

4. Don’t just focus on clicks: Measure the revenue of the entire sales funnel

Landing pages often collect leads, not direct sales. That’s why it’s important to measure conversion beyond just the lead obtained from the page itself. Try to measure how much revenue or profit different landing pages actually generate.

Sometimes a page that works with a smaller number of leads (lower conversion rate) can generate more money for the company because it collects higher quality leads. Design your tests so that they extend all the way to the end of the sales funnel.

5. Always define a baseline version (Control)

Always set one test version as the control (Control, Baseline), whose conversion rate is known. All new variations are tested against this control.

Clearly name this master page and always perform single-variable tests on it. This way, you gradually learn which elements improve conversion and can collect effective solutions to create an increasingly better control version.

6. Achieve statistical significance: Don’t rush decisions

Don’t make decisions too hastily. Changes must be allowed to take effect long enough until statistical significance is achieved.

Statistical significance means that the difference between test versions is not due to chance. Decisions made with too small a number of visitors are worthless. If traffic is low, let the test run for at least a couple of weeks. If traffic is high, you can check the results more often, for example once a week.

7. Segmentation is the enemy of testing: Test the same audience

In regular A/B testing, it’s vital that the two different versions (A and B) are shown to the same audience.

If you direct different customer segments (e.g., 25-year-old men from the capital region vs. 50-year-old women from Northern Ostrobothnia) to different test versions, the results will not be comparable. You cannot draw conclusions about whether the difference was due to the version or a fundamental difference in the target group. Therefore, make sure that the visitors to versions A and B are a representative sample of the same target group.

8. Always test variations simultaneously

If you run version A during June and version B during July, you can’t say with certainty whether the change in conversion rate was due to the variation itself or external factors (e.g., season, holiday period, news events, or changes in marketing campaigns). Testing should aim to eliminate all external variables, and simultaneous testing is the best solution for this. If your platform doesn’t allow simultaneous A/B testing, consider changing platforms.

Are You Ready to Start Testing?

A/B testing is an effective way to increase a company’s revenue, but it requires patience, continuous monitoring, and in-depth analytical skills. Identifying the right variables, collecting sufficient data, and achieving statistical significance can feel like a time-consuming and complex process, especially if testing platforms haven’t been used before.

What if you could outsource the testing entirely?

We take care of the entire A/B testing process – from planning to technical implementation of tests and analysis of results. When you put conversion optimization in our hands, you as an entrepreneur have more time to focus on what’s essential: your core business and serving your customers.

Get in touch and ensure that your landing pages work as efficiently as possible!