![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/02\/landing-page.jpg\")
<\/a><\/div><\/div>\n\n\n\nWhat is\nA\/B Testing?<\/strong><\/h2>\n\n\n\nWhen time-bound parallel experiments are conducted between two or more variants of a landing page to determine which version of the page performs better, it’s called A\/B testing<\/a>. It lets you see with statistical data about how people react when they hit your page and what turns them away. Before we get into the details of it, there are few terms you should be familiar with.<\/p>\n\n\n\nVariant<\/h3>\n\n\n\n
When a\nnew version of a landing page is added to a test, it’s called a variant. The\nminimum number of pages for a test should be two and you can add as many pages\nyou want in the experiment.<\/p>\n\n\n\n
Champion <\/h3>\n\n\n\n
The\npage with the better performance among the added variants is accepted as the champion\nvariant. Though the terminology may vary, this is how most marketers like to\nrefer.<\/p>\n\n\n\n
Challenger <\/h3>\n\n\n\n
When\nyou have a new design that you want to test, you have the old version of the\npage or the existing page as your challenger variant. The challenger variant\nbecomes the champion if it outperforms all the other variants.<\/p>\n\n\n\n
Split Testing<\/h3>\n\n\n\n
You\nwill often come across this phrase if you’re A\/B testing. Split testing and A\/B\ntesting are mixed up and used interchangeably. While both tests are done with\ntwo variants, split testing is when two completely different pages are tested\nto see which performs better while A\/B testing challenges minute elements like\ncopy, layout, and design.<\/p>\n\n\n\n
Multivariate Testing<\/h3>\n\n\n\n
As the name suggests, you can challenge multiple elements of a single page, compare a larger number of variables and see how they interact with each other. In multivariate testing, you can select one section of the page that you want to test and assign as many variables as you want instead of creating variations of a whole page as in A\/B testing.<\/p>\n\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/01\/Web-Banner-J_V1.jpg\")
<\/a><\/div><\/div>\n\n\n\nWhy should you A\/B Test your Landing Page?<\/h2>\n\n\n\nConversion <\/h3>\n\n\n\n
If landing page conversions<\/a> are low or taking the downfall, it\u2019s important that you A\/B test them. When it comes to determining what needs to be tweaked in your page, it can be anything from the copy to the visual representation or something entirely different. Just because you know the audience well by research, doesn’t mean you know how they are going to behave on your site. So making assumptions here is ruled out. Starting with A\/B testing one element of your website and then working all the way through is bound to give you the desired conversion.<\/p>\n\n\n\nWall Monkeys is a company selling wall decals, and they wanted to increase their conversions and clicks. The A\/B testing conducted resulted in an increase of 550 per cent<\/a> in their conversions. They had used heat maps and scroll maps to test and understood how users were navigating through their page.<\/p>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/Wall-Monkeys-Conversion-Example-1024x599.png\")
Heat map of Wall Monkey’s landing page<\/em><\/figcaption><\/figure><\/div>\n\n\n\nSales <\/h3>\n\n\n\n
A\/B\ntesting will not just improve your conversions but also help you increase your\nsales. So, if you are struggling to achieve your targets just by an inch,\nchances are that by testing your pages you will know what will impact or\naccelerate your audience’s buying decision. The science of a sales-driven\nlanding page is like a magic potion that can be achieved with a tinge of\ncreativity and a splash of resonating copy (and many other ingredients which\nwe’ll see later).<\/p>\n\n\n\n
Electronic Arts, a popular gaming and media company conducted an A\/B test to increase the sales of a new game they had launched. This test result is also a great example of how marketing hypothesis have proven to fail when it comes to providing incentives. The page without a pre-order incentive proved to perform 40 per cent <\/a>better than the latter. <\/p>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/EA-Pre-order-Example.png\")
The variant with the incentive<\/em><\/figcaption><\/figure><\/div>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/EA-pre-order-Winner.png\")
The champion variant without the incentive<\/em><\/figcaption><\/figure><\/div>\n\n\n\nAudience <\/h3>\n\n\n\n
Taking\nthe same example of Electronic arts landing page, the A\/B test gave a very\nimportant insight into the behaviour of visitors – that they weren\u2019t interested\nin an incentive but in just buying the game.<\/p>\n\n\n\n
If you\nthink you know your audience well, but you don’t have any specific data points,\nyou need to rethink what kind of relationship your website has with your\ntargets. By testing landing pages, you not only have the perfect platform to\ncollect data about your audience, but also a suitable environment to discover\nwhich elements get the desired action out of your page and which\ndon’t. <\/p>\n\n\n\n
Engagement<\/h3>\n\n\n\n
Landing\npages are not always about direct conversions or sales. Sometimes you need to\nput your business across the table and an appealing landing page can bring an\nindecisive prospect to read your blogs or follow your social pages. If the lead\nis not ready to convert YET, it does not necessarily mean they will never\nreturn to your website. Testing your landing page’s layout, design or copy\nmight increase not just your conversions, but your performance across all\nplatforms.<\/p>\n\n\n\n
What should you A\/B test?<\/h2>\n\n\n\nThe layout<\/h3>\n\n\n\n
Experiment with your layout while testing elements like form placement and the overall design. For instance, a balanced landing page with complimenting colors, background and white space will derive greater sales and decrease the time taken to make the purchase. Using visual cues like arrows, pointers or appropriate images to subtly direct your user to your offer or CTA has proven<\/a> to be effective. <\/p>\n\n\n\nIn the example below, Groove<\/a> put their entire landing page layout to test and increased their conversions by 100 per cent. <\/p>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/Groove-Layout-test-627x1024.png\")
Landing page layout tested by Groove<\/em><\/figcaption><\/figure><\/div>\n\n\n\nThe Content<\/h3>\n\n\n\n
No matter\nhow visually appealing your layout and design are, the copy should never be\noverlooked. Your copy not only informs your audience about your offer, product\nor brand USP, but a good one also assures credibility among your visitors.\nStarting your A\/B test from the headline and then working down to the CTA, you\ncan target your customer with a highly engaging copy and stand out in your\nrespective industry.<\/p>\n\n\n\n
Take a look at the headline and sub-headline copy tested for Highrise\u2019s<\/a> landing page. The champion variant which produces 30 per cent in the clicks was also the only copy that experimented with exclamation mark. <\/p>\n\n\n\n
Variant<\/h3>\n\n\n\n
When a\nnew version of a landing page is added to a test, it’s called a variant. The\nminimum number of pages for a test should be two and you can add as many pages\nyou want in the experiment.<\/p>\n\n\n\n
Champion <\/h3>\n\n\n\n
The\npage with the better performance among the added variants is accepted as the champion\nvariant. Though the terminology may vary, this is how most marketers like to\nrefer.<\/p>\n\n\n\n
Challenger <\/h3>\n\n\n\n
When\nyou have a new design that you want to test, you have the old version of the\npage or the existing page as your challenger variant. The challenger variant\nbecomes the champion if it outperforms all the other variants.<\/p>\n\n\n\n
Split Testing<\/h3>\n\n\n\n
You\nwill often come across this phrase if you’re A\/B testing. Split testing and A\/B\ntesting are mixed up and used interchangeably. While both tests are done with\ntwo variants, split testing is when two completely different pages are tested\nto see which performs better while A\/B testing challenges minute elements like\ncopy, layout, and design.<\/p>\n\n\n\n
Multivariate Testing<\/h3>\n\n\n\n
As the name suggests, you can challenge multiple elements of a single page, compare a larger number of variables and see how they interact with each other. In multivariate testing, you can select one section of the page that you want to test and assign as many variables as you want instead of creating variations of a whole page as in A\/B testing.<\/p>\n\n\n\n
<\/a><\/div><\/div>\n\n\n\nWhy should you A\/B Test your Landing Page?<\/h2>\n\n\n\nConversion <\/h3>\n\n\n\n
If landing page conversions<\/a> are low or taking the downfall, it\u2019s important that you A\/B test them. When it comes to determining what needs to be tweaked in your page, it can be anything from the copy to the visual representation or something entirely different. Just because you know the audience well by research, doesn’t mean you know how they are going to behave on your site. So making assumptions here is ruled out. Starting with A\/B testing one element of your website and then working all the way through is bound to give you the desired conversion.<\/p>\n\n\n\n Wall Monkeys is a company selling wall decals, and they wanted to increase their conversions and clicks. The A\/B testing conducted resulted in an increase of 550 per cent<\/a> in their conversions. They had used heat maps and scroll maps to test and understood how users were navigating through their page.<\/p>\n\n\n\n A\/B\ntesting will not just improve your conversions but also help you increase your\nsales. So, if you are struggling to achieve your targets just by an inch,\nchances are that by testing your pages you will know what will impact or\naccelerate your audience’s buying decision. The science of a sales-driven\nlanding page is like a magic potion that can be achieved with a tinge of\ncreativity and a splash of resonating copy (and many other ingredients which\nwe’ll see later).<\/p>\n\n\n\n Electronic Arts, a popular gaming and media company conducted an A\/B test to increase the sales of a new game they had launched. This test result is also a great example of how marketing hypothesis have proven to fail when it comes to providing incentives. The page without a pre-order incentive proved to perform 40 per cent <\/a>better than the latter. <\/p>\n\n\n\n Taking\nthe same example of Electronic arts landing page, the A\/B test gave a very\nimportant insight into the behaviour of visitors – that they weren\u2019t interested\nin an incentive but in just buying the game.<\/p>\n\n\n\n If you\nthink you know your audience well, but you don’t have any specific data points,\nyou need to rethink what kind of relationship your website has with your\ntargets. By testing landing pages, you not only have the perfect platform to\ncollect data about your audience, but also a suitable environment to discover\nwhich elements get the desired action out of your page and which\ndon’t. <\/p>\n\n\n\n Landing\npages are not always about direct conversions or sales. Sometimes you need to\nput your business across the table and an appealing landing page can bring an\nindecisive prospect to read your blogs or follow your social pages. If the lead\nis not ready to convert YET, it does not necessarily mean they will never\nreturn to your website. Testing your landing page’s layout, design or copy\nmight increase not just your conversions, but your performance across all\nplatforms.<\/p>\n\n\n\n Experiment with your layout while testing elements like form placement and the overall design. For instance, a balanced landing page with complimenting colors, background and white space will derive greater sales and decrease the time taken to make the purchase. Using visual cues like arrows, pointers or appropriate images to subtly direct your user to your offer or CTA has proven<\/a> to be effective. <\/p>\n\n\n\n In the example below, Groove<\/a> put their entire landing page layout to test and increased their conversions by 100 per cent. <\/p>\n\n\n\n No matter\nhow visually appealing your layout and design are, the copy should never be\noverlooked. Your copy not only informs your audience about your offer, product\nor brand USP, but a good one also assures credibility among your visitors.\nStarting your A\/B test from the headline and then working down to the CTA, you\ncan target your customer with a highly engaging copy and stand out in your\nrespective industry.<\/p>\n\n\n\n Take a look at the headline and sub-headline copy tested for Highrise\u2019s<\/a> landing page. The champion variant which produces 30 per cent in the clicks was also the only copy that experimented with exclamation mark. <\/p>\n\n\n\nSales <\/h3>\n\n\n\n
Audience <\/h3>\n\n\n\n
Engagement<\/h3>\n\n\n\n
What should you A\/B test?<\/h2>\n\n\n\n
The layout<\/h3>\n\n\n\n
The Content<\/h3>\n\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/Headline-Variant.png\")
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/Headline-winner.png\")
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/CTA-copy.png\")