I’m a tinkerer at heart. As a content marketer, I can’t help it — there’s that perfect word hiding somewhere. That’s the mentality I bring to landing pages I create for companies, too.

You might love your page’s first iteration — just like how I love the first draft. But, you know it’s due for a rewrite. Landing page split testing helps you conduct an effective page rewrite by showing your page’s performance among your audience to improve conversions and user experience.

And yet, even though testing can bring a bevy of benefits, only 17% of marketers currently use split testing to increase their landing pages’ conversion rates. That’s a ton of wasted marketing potential.

So, let’s start from the top. What goes into a split test and what elements should you prioritize in your tests?

Table of Contents

• • What is a landing page split test?
  • Why split test your landing pages?
  • How Landing Page Split Testing Works
  • Landing Page Split Testing Ideas: 12 Places to Start

As you go through the process of designing your landing page, you naturally want to make the best decisions for what goes on the page, where it goes, and why you put it there. Conducting split tests with your audience gives you a wealth of unique first-party data to make your case.

Regular split testing and page iteration is one of several landing page best practices worth your time.

Pro tip: If you don’t have a landing page to test yet, we can help you get started with our free landing page builder.

Why split test your landing pages?

Testing brings many benefits — let’s explore when did the renault logo appear? a few of the most critical ones. And, to help us do so, I chatted with Rachael Pilcher, B2B SaaS conversion copywriter at Mighty Fine Copy. She has spent the past eight years invested in landing page development and testing.

Improve conversion rates.

A landing page’s purpose is conversion. In a typical user flow, prospects arrive at landing pages via ads, and the landing page should convince them to take the next best action in the marketing journey.

Your testing’s primary goal should be to increase the number of users who take that next action. From her experience, Pilcher says that marketers can miss prime opportunities to tweak conversion on their landing pages.

“Landing pages tend to be the forgotten child in marketing campaigns,” she says.

“While everything else is optimized around them (ads, emails, etc), landing pages are often treated as a once-and-done asset — but even tiny changes on these pages can lead to a significant uplift in leads and sales. If you’re not testing, you’re potentially sitting on a gold mine.”

As a benchmark, our research shows the average landing page conversion rate across all industries is 5.89%. Use that figure as a starting point for assessing your testing successes and failures.

Refresh your lead pool.

Over time, your qualified leads stagnate. People leave companies, say no, or buy from competitors. In an ideal world, you’re regularly attracting fresh leads and drawing them through the marketing funnel and fuller buyer’s journey.

A well-constructed landing page can help you capture not only more leads but also ones more willing to engage with your offer.

“I like to think of landing pages as a freshwater source for your entire marketing ecosystem,” says Pilcher.

“They constantly replenish leads and ensure growth for your whole company. So, just like a clean water supply sustains growth in nature, optimizing your critical landing pages sustains growth by providing a constant flow of good traffic, and nurturing your best prospects into customers.”

Understand user behavior.

As your users interact with your business sale lead landing page, you can gather good intel on what makes them tick. Instead of guessing at what they want, the data they generate will tell you. Through multiple testing iterations, you’ll learn which page elements appeal to them the most.