Today, there are many materials available online that cover everything you need to know about landing pages, including how to design them, what best practices to follow when making one, what to include, and what to avoid, among other things.
However, every website has its unique audience, with its own set of traits, which may be more susceptible to certain arguments than others.
Landing pages are a crucial element of any marketer's toolkit in today's world. Every website, however, caters to a very specific clientele. As a result, A/B testing is the only way to ensure that best practices are working for you.
What is A/B Testing?
A/B testing, also known as split testing, is a randomized experimentation process in which two or more versions of a variable (web page, page element, etc.) simultaneously see two different segments of website visitors. This test gets completed seeing which version has the greatest impact and drives the most business metrics.
A/B testing, in essence, removes all of the guesswork from website optimization and allows experienced optimizers to make data-driven judgments.
The “control” or original testing variable gets referred to as A in A/B testing. On the other hand, B stands for “variation,” a new version of the initial testing variable.
The "winner" is the variation that improves your business metrics. Using the improvements from this winning variation on your tested page(s) or element(s) can optimize your website and raise business ROI.
Why Should You Conduct A/B Testing for Your SaaS Landing Page?
When it comes to selecting what will work best for their customers, most marketing departments rely on a combination of expertise, gut feeling, and personal judgment. It works out occasionally, but not always.
When you start A/B testing, be prepared to chuck out all of the boardroom speculations. After all, the data does not lie.
With that in mind, here are some reasons why you should employ A/B testing for your SaaS landing page:
- Solve Visitor Issues and Pain Points
Visitors come to your website to accomplish a specific goal. Whatever the visitor's purpose is, they may encounter certain typical pain points along the way.
Failure to meet their objectives results in a negative user experience. For this reason, you may tackle your visitors' problems using data acquired from visitor behavior research tools like heatmaps, Google Analytics, and website surveys. This result is true across various sectors, including eCommerce, travel, SaaS, education, media, and publishing.
- Improve ROI from Existing Traffic
The cost of generating quality traffic on your website, as most experienced optimizers have discovered, is enormous.
A/B testing allows you to get the most out of your current traffic and enhance conversions without having to spend more money on new traffic. A/B testing has a high return on investment because even minor modifications to your website can result in a large improvement in total business conversions.
- Reduced Bounce Rate
There is no one-size-fits-all strategy to lower bounce rates because different websites serve different aims and cater to diverse users. Running an A/B test, on the other hand, can be advantageous.
You can use A/B testing to test numerous versions of a piece of your website until you find the best one. This testing aids in detecting friction and visitor pain points and improves the entire experience of your website visitors. This improvement causes them to spend more time on your site and possibly convert into paying customers.
What Aspects of Your SaaS Landing Page Can You A/B Test?
The conversion funnel determines the success of your company on your website. For this reason, you must optimize every piece of content that your target audience encounters on your website to its full potential.
Test the following major site aspects as part of your optimization program:
The CTA is where all the real action happens, such as whether visitors complete their purchases and convert, whether they fill out the sign-up form or not, and other activities that directly affect your conversion rate. A/B testing allows you to experiment with different CTA copies, location across the web page, size, and color scheme, among other things.
Experimenting in this way can help you figure out which variation has the best chance of converting the most people.
Because everything appears necessary, organizations may have difficulty deciding which parts to keep on their website. You can solve this problem once and for all with A/B testing.
Declutter your website by analyzing dead clicks and identifying distractions using heat maps, click maps, and scroll maps. The less congested your home page and landing pages are, the more likely your visitors will quickly and simply find what they seek.
On your landing pages, you do not have to use images or videos. Many landing pages function effectively as minimalist pages with lots of white space and large prints.
One of your landing page A/B tests could remove the images and videos from the page and compare them to the previous version. You can then adjust by adding, subtracting, or substituting as needed.
The decision to use long-form copy versus short-form copy is frequently the most important consideration. Although shorter is normally preferable, information is critical in the decision-making process for particular products and industries. You might also try rearranging features and benefits or changing the tone of your writing.
How to A/B Test Your SaaS Landing Page
After you have figured out why you need to A/B test your landing pages, it is time to get down to business and start running tests.
The following is a step-by-step breakdown of landing page A/B tests.
- Determine What Aspect of Your SaaS Landing Page You Are Testing
Before creating an A/B testing strategy, a detailed analysis of the website's present performance is essential. You will need to gather information about how many visitors come to the site, which pages bring the most traffic, and the varied conversion goals of different areas, among other things.
Understanding how visitors interact with your site when they first arrive might initially help you select an A/B test.
- Define the Aspects Unique to Version “A” of Your SaaS Landing Page
In A/B testing, Version A can be a brand-new landing page or one that currently exists on your site. Of course, the latter is less time-consuming, so start there if you are presently generating conversions from it.
If you are creating a brand-new website, on the other hand, you are unlikely to have any current landing pages. If that is the case, use the information from your research to generate a Version A that you think would convert well.
- Identify the Unique Aspect of Version “B” that You will be Testing
Change one element to produce the variation now that you have a control — Version A. Refer to the research data you gathered once more. The first thing you should try should be the element you think will have the most impact on conversions.
- Utilize an A/B Testing Tool for Your Site
When it comes to A/B testing landing pages, the right tools are crucial. With so many alternatives available today, it is vital to utilize a program that gives you flexibility and produces easy-to-understand results.
- Determine the Length of the A/B Test Based on Number of Visitors
In A/B testing, you want each version to run long enough to collect and acquire sufficient data.
If only one person views each variation, for example, you do not want to rely long-term judgments on that one visitor's behavior. Instead, you should gather a lot of data from your audience so that you can make judgments that will benefit and work well across the majority of your audience.
- Analyze the Results of Your A/B Test
Even though this is the final phase in determining the “winner” of your campaign, it is critical to analyze the findings. Because A/B testing necessitates ongoing data collection and analysis, your entire journey unravels at this point.
After your test gets completed, examine the results using metrics such as percentage increase, confidence level, direct and indirect impact on other metrics, and so on. If the test succeeds, deploy the winning variation after you have reviewed these numbers. If the test is still inconclusive, draw insights from it and apply them to future testing.
When it comes to commerce, the modern world is an extremely competitive field. That is why split-testing your landing pages are so important. In fact, only 52% of companies test their landing page allowing you to enjoy a significant competitive advantage.
AI-powered solutions should become a bigger part of your marketing stack because they make optimization so simple. A/B testing holds great potential; therefore, selecting the proper tool allows small businesses to benefit from optimization technology previously only available to large corporations.
No matter how unique your products and services are, everyone faces competition, and A/B testing your landing pages gives you a competitive advantage.