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Four Easy A/B Tests for High-Converting Landing Pages

Updated: May 24

Do you ever have that last-minute panic before you hit send on your emails? Is the subject line good enough? Will they open it? Perhaps you sit and agonize over which image will look best on your landing page or ad campaign. Or like me, do you fuss over the words on your call to action button, should it be “learn more” or “book a consult”, or maybe “get a quote”?

Stress no more, with A/B testing you can put your choices up against each other to see which performs (converts) best.

Four Easy A/B Tests for High-Converting Landing Pages

Using A/B tests allows content creators to make minor tweaks to everything from appearance to messaging to determine what works best in terms of creating gains in conversions. This can help pave the way for the success of your current campaign as well as those ahead.

But if you’re unsure of where to get started, here are four easy A/B tests that you can conduct on any landing page to ensure that you’re receiving the most significant amount of conversion as possible:

1. Landing Page Headlines

When the time comes to try and attract your reader’s attention, you really only have just a blink of an eye to hook them on what your website is offering. It can sometimes be difficult to comprehend, but before anyone reads a single word of copy you write, they will make a split-second decision to carry on or avoid what you have to say based on your Headlines. Headlines are the very first thing they see, and this is why it’s important to make sure you test them with A/B testing.

When creating possible headlines, you want to make sure to choose your wording carefully so that the headline can direct them toward the information they’re looking for. This can help readers to flow through your article or copy to reach that ultimate call-to-action. An example of an attention-grabbing headline would be “Four Reasons To Book Your Last-Minute Weekend Getaway to the Finger Lakes.”

2. Photos and Videos

There’s no denying that humans are visually-focused. Take a look at social media platforms such as Instagram, and you’ll quickly notice why getting the perfect photo or video to accompany your landing page can be vital. When testing out pictures and videos for your page, there are a variety of components that can be tested. One of the most apparent tests is with different images. Say you’re trying to determine which scenic photos to use for a landing page related to tropical locations, you could test a beautiful scape of palm trees against something more traditional like a beach scene.

But pitting photos and other multimedia content against each other isn’t the only A/B test you can do. You can also play around with photo placement and photo size. If your photo is in the wrong location, it can delay your readers from getting to the information they’re searching for.

3. Call-to-Action Button

What is the purpose of a landing page, if not to try and get visitors to complete a call-to-action. Because this is such a profoundly important detail of increasing your overall conversion rates, testing your call-to-action buttons can be vital to achieving massive improvements. You can test everything from the color of the button to the wording. Remember that if you’re going to test the phrasing of your CTA buttons, keep wording simple. Just one or two words can be enough to get your point across and start those conversions.

4. Lead Capture and Generation Form

The design and layout of submission forms can be another key element of your landing page to test with A/B testing. Many variables can be altered to make your collection of emails or contact information more appealing to your potential leads. Remember that this sort of information is something that isn’t given up easily without feeling like they can trust or receive something of value in return for their information. Because of this, you may want to forgo the standard submission form and have a contest or giveaway. Offer something like a free travel consultation or the chance for a free trip, and see how more quickly landing page visitors flock to your page and fill in those submission forms.

No matter where you choose to begin A/B testing, remember that to truly help your business, you need to test one variable at a time. You can’t be sure what variables are working and what isn’t if you decide to test them all at once.

Be sure to post any questions you might have below, and we'll get right back to you! And if you like this article, give us some love by clicking on the . We also encourage you to join our Facebook group for travel entrepreneurs, where we provide more great content.

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Sandra McLemore is a digital marketing & business growth expert who got her start in the travel business over 20 years ago as a retail travel agent for STA Travel in a busy campus store front. She then worked her way into VP level in marketing, media and PR roles for the world's biggest cruise lines and travel brands.


Sandra is now the owner of TRAVEL MARKETING & MEDIA (formerly Village Girl Marketing), a marketing agency for travel brands specializing in content creation, design and media.




Each service and program helps travel agents to get a consistent flow of new clients through smart marketing strategies.


Over 12,000 travel agents have taken Sandra's online training, and signed up for her digital marketing solutions.

Sandra lives in Los Angeles and hosts a number of travel programs on cruise line and airline TV and can be seen on network news programs as a leading travel industry expert.  Heading off to the best travel trade conferences? You'll most likely catch her on stage there too!

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