11 Landing Page Builders for A/B Testing Design Elements Easily

In the ever-evolving world of digital marketing, A/B testing is a crucial technique for optimizing landing pages. This article unpacks the intricacies of various landing page builders designed for A/B testing, enriched with insights from industry experts. Discover the tools that can streamline your marketing efforts and enhance user experience with data-driven decisions.

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Unbounce Simplifies A/B Testing

We prefer Unbounce for A/B testing landing pages because it keeps the process simple while giving us the flexibility to experiment. With its drag-and-drop builder, our team can tweak layouts, adjust CTA placements, and test headlines without waiting on developers. The built-in A/B testing feature lets us quickly set up variations, define conversion goals, and let the platform handle traffic distribution.

One feature that has made a big impact on us is dynamic text replacement. It allows us to personalize landing pages based on ad keywords, making them more relevant to visitors. This has consistently improved our conversion rates.

Through experience, we’ve learned that testing one change at a time whether it’s the CTA text, button color, or form length gives us the clearest insights. If too many elements change at once, it’s hard to tell what actually made a difference.

Vikrant Bhalodia, Head of Marketing & People Ops, WeblineIndia

VWO Delivers Deep User Insights

VWO allows for A/B tests that go beyond just click-through rates, offering insights into where users drop off. We tested different checkout page designs, tweaking button placement and progress indicators. One variation reduced cart abandonment by 18%, showing how small layout changes can have a big impact. The tool also records visitor sessions, helping us understand how people interact with each version. It’s ideal for those who want to dig into user behavior.

Shane McEvoy, MD, Flycast Media

Google Optimize Excels in Multivariate Testing

For rapid A/B testing integrated directly into campaign workflows, Google Optimize (paired with GA4) remains my unexpected choice. While building lead gen systems for real estate agents, we discovered its hidden strength: simultaneous multivariate testing across entire geographic clusters.

During a Phoenix market campaign, we tested 12 header variations against 47 neighborhood-specific landing pages, achieving 27% conversion lift by matching design elements to localized homebuyer preferences. The platform’s heatmap integration revealed suburban buyers responded better to family imagery versus urban millennials preferring commute-time calculators.

Most tools force binary choices—this granularity lets us treat A/B tests as dynamic audience research labs rather than mere conversion tools.

Aaron Franklin, Head of Growth, Ylopo

Kajabi Streamlines A/B Testing

We prefer Kajabi for A/B testing landing page design elements because of its all-in-one marketing automation, ease of use, and built-in analytics. Kajabi allows us to test variations of headlines, CTAs, and layouts without needing extensive custom coding. Since our audience of entrepreneurs and business owners responds best to visually compelling yet streamlined experiences, we use Kajabi to fine-tune page elements based on real-time performance data.

We also leverage WordPress with Elementor Pro for more advanced customization, which gives us complete creative control and detailed performance tracking. This setup is ideal when we need more granular insights into how different design choices affect engagement and conversions. Combining Kajabi’s simplicity for rapid iteration with WordPress’s flexibility for deeper analysis, we can ensure our landing pages are continually optimized for higher lead generation and audience engagement.

Kristin Marquet, Founder & Creative Director, Marquet Media

ConvertFlow Optimizes Individual Elements

ConvertFlow’s dynamic element testing makes it easier to optimize landing pages without needing a developer. Unlike most A/B testing tools that focus on full-page variations, ConvertFlow allows individual elements—like CTAs, headers, and lead capture forms—to change dynamically based on user interactions. This is especially useful for agencies running paid campaigns where different audiences need tailored messaging.

One successful use case was testing how different lead magnet placements affected conversion rates for an SEO audit service. Instead of running a traditional split test, we used ConvertFlow to dynamically serve different lead capture forms based on visitor behavior—one variation appearing immediately, another after a certain scroll depth, and another triggered by exit intent. This allowed us to optimize in real-time without waiting for long test cycles, improving lead quality and increasing form submissions.

Sean Clancy, Managing Director, SEO Gold Coast

Instapage Enhances A/B Testing with Heatmaps

Instapage’s heatmap-integrated testing allows for precise A/B optimization based on real user behavior, not just click-through rates. Legal service landing pages require a different approach because success isn’t just about conversions—it’s about building trust and getting potential clients to book consultations. Standard A/B testing only tells part of the story, but visual heatmaps show exactly where users lose interest or hesitate before completing a form.

Using Instapage, we tested form placement and CTA wording for estate planning consultation pages. Heatmaps revealed that users were abandoning the page after scrolling through too much legal jargon before seeing a clear CTA. By moving the contact form above the fold and simplifying the call-to-action, we increased appointment bookings without needing to redesign the entire page. This tool ensures that optimization decisions are based on behavior rather than assumptions.

Oliver Morrisey, Owner, Director, Empower Wills & Estate Lawyers

Elementor Facilitates Seamless Design Experimentation

When it comes to A/B testing design elements on a landing page, I’ve found that Elementor is an excellent choice. This intuitive builder allows for seamless experimentation with different layouts, colors, and typography, enabling data-driven decisions to optimize conversions. With its drag-and-drop interface, I can easily create multiple versions of a page and test them without requiring extensive coding knowledge.

In my experience, Elementor’s flexibility and user-friendly nature have been instrumental in helping me refine my landing page designs. For instance, I once worked on a project where we were struggling to improve the conversion rate on a key page. By using Elementor, I was able to quickly create and test various design iterations, eventually identifying a layout that boosted conversions by 25%. This ability to rapidly experiment and refine has been invaluable in my work, and I highly recommend Elementor to anyone looking to take their landing page optimization to the next level.

Michael Sumner, Founder and CEO, ScoreDetect.com

Nelio Integrates A/B Testing with WordPress

Let’s cut to the chase: we build websites in WordPress—and for good reason. When it comes to A/B testing landing pages, we don’t mess around with third-party builders living on random subdomains. Why? Because if you care about SEO (which you should), sending traffic to a landing page outside your main site is like throwing authority out the window.

That’s why we stick with Nelio A/B Testing—a plugin that integrates seamlessly with WordPress. You can check it out here: https://neliosoftware.com/testing/.

Here’s why we prefer it:

• It Plays Nice with WordPress: No need to juggle multiple platforms or deal with clunky interfaces that feel like they were built in 2010. Nelio lets us create, manage, and analyze A/B tests right inside the WordPress dashboard. It’s all in one place—no switching tabs, no headaches.

• Test Anything (and Everything): Headlines? Check. Images? Check. Entire page layouts? Double check. You can run experiments on posts, pages, widgets, menus—you name it. It’s not just about tweaking button colors (though you can do that, too).

• Real Data, Real Fast: Nelio’s reporting isn’t buried under 10 layers of dashboards. You get clear, actionable insights that tell you what’s working and what’s not—without the fluff.

But here’s the real kicker: keeping landing pages on your main domain builds authority. It’s a small detail that most marketers overlook because they’re too focused on short-term conversions. But if you care about long-term SEO growth (which, again, you should), your landing pages should live where your domain authority can do the heavy lifting.

So, skip the flashy standalone tools that promise the world but tank your SEO. Stick with WordPress. Test with Nelio. And actually learn what makes your audience click.

Meesha Gerhart, CEO, Redtree Web Design

Wix Simplifies A/B Testing

When it comes to A/B testing design elements on landing pages, Wix is the first tool that comes to mind—and there are several reasons that it should be.

Wix has moved beyond a simple drag-and-drop builder; it now has built-in A/B testing through Wix Analytics and third-party integrations that make testing design elements super easy. The best part? You don’t have to write a single line of code.

Let’s say you’re deciding between a bold, minimalist call-to-action (CTA) button versus one with a gradient effect. With Wix, setting up a split test is as simple as duplicating the page, changing the element, and tracking how users interact with each version. The heatmaps and conversion tracking will tell you not only which version works better but why—whether it’s contrast, placement, or even the wording of the CTA itself.

Another advantage of Wix in A/B testing is speed. If you’ve ever worked with developers to tweak a landing page in a custom-built CMS you know how long it takes. With Wix changes happen instantly. Need to adjust the layout based on initial results? No problem—just drag, drop, and test again.

For advanced A/B testing, dedicated tools like Google Optimize (before it was sunset) or Optimizely might give you more insights. But for businesses that need an easy, fast, and effective way to test landing page elements without heavy technical work, Wix is an unexpected contender.

Soubhik Chakrabarti, CEO, Canada Hustle

Webflow Eases A/B Testing for Marketing Teams

Since Webflow released its page slots feature and improved drag-and-drop components late last year, it has become easier than ever for marketing teams to build and A/B test landing pages. They also launched Webflow Optimize, which allows you to run A/B tests and gain crucial insights into user behavior.

If your main website is already on Webflow, this is the perfect option. Everything stays in one place, making testing seamless. If your site is on another platform, integrating Webflow landing pages can be trickier, but it is still possible with the right setup. For Webflow users, this is hands down the best choice for testing and iterating quickly.

Matt Ward, Founder, Eight Pixel

Landingi.com Offers User-Friendly A/B Testing

For A/B testing design elements easily, we often use landingi.com. It’s a user-friendly platform that makes it simple to create different versions of a landing page and test them against each other. This allows us to see which design works best with our audience, helping us make better decisions for future campaigns.

We prefer it because it doesn’t require a lot of technical skills to set up tests. The interface is intuitive, and the results are easy to track. It’s a great tool for quickly testing new ideas and improving our landing pages without getting bogged down in complicated processes.

Piotr Zabula, CEO, Cropink.com

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