7 Landing Page Changes from A/B Testing that Boosted Conversion Rates

In the ever-evolving landscape of digital marketing, A/B testing remains a cornerstone for optimizing conversion rates. We’ve gathered insights from CEOs and marketing experts to share their success stories. From simplifying a landing page for higher engagement to finding the optimal CTA wording that maximizes conversion rates, discover seven real-world examples that made a significant impact.

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Simplify Landing Page for Higher Engagement

At Stratosphere, we had some performance issues with one of our paid campaigns. We used a tool called MS Clarity to figure out what was wrong and found that many users were leaving the landing page immediately after encountering the section with highlighted price details. We decided to conduct A/B testing on the landing page.

On the original landing page, we showed everything about our packages, including the prices. In the new version, we only displayed information about our services and features, while removing the pricing details.

The results were remarkable. The new version of the landing page engaged more visitors. Instead of leaving right away, they inquired about the pricing details. This change resulted in a 34% increase in qualified leads, leading to an 11% hike in the conversion rate.

This A/B testing taught us that sometimes, it’s better to keep things simple. When we focus on what we offer without overwhelming people with pricing details, they’re more likely to stick around and become customers.

Vishal Kumar, Digital Marketing Manager, Stratosphere

Dynamic Headlines Boost Conversions

We encountered a situation where our website’s conversion rate was not meeting our expectations, despite having high-quality traffic. We hypothesized that modifications to our landing page could enhance user engagement and conversions. To test this, we initiated an A/B testing process that focused on two key elements: the call-to-action (CTA) button and the headline.

In version A, our original layout, the CTA button was a standard “Learn More” with a blue color scheme, and the headline was technically descriptive of our services. For version B, we switched the CTA to an eye-catching orange “Get Started” button and revised the headline to a more dynamic, benefit-focused statement that clearly articulated the value proposition of consulting with us.

The results were enlightening. Version B led to a 35% increase in conversion rates over a four-week testing period. This significant uplift was a clear indicator that the more action-oriented CTA and the directly stated benefits resonated more effectively with our target audience. This A/B testing not only improved our conversion metrics but also provided deeper insights into our clients’ preferences, helping us refine further marketing strategies.

Niclas Schlopsna, Managing Consultant and CEO, spectup

Vibrant CTAs Enhance User Engagement

Recently, an A/B test on a client’s landing page yielded fascinating insights. By tweaking the call-to-action button from “Learn More” to “Get Started,” and changing its color to a more vibrant hue, conversions spiked by 20%. 

This simple alteration not only improved visibility but also enhanced user engagement, demonstrating how minor changes can significantly impact user behavior and conversion outcomes. It’s a compelling reminder of the power of direct and visually appealing calls to action.

Itamar Haim, SEO Team Lead, Elementor

Social Proof Outperforms Vibrant Imagery

Our brand has been diligently working on improving our online presence, and one of the areas we focused on was our website’s landing page. We decided to conduct an A/B test to compare the performance of two different versions of our landing page.

Version A included the landing page featuring vibrant images of children happily playing in our clothing, with clear messaging about the sustainability and quality of our products. The call-to-action (CTA) prompts visitors to “Shop Now” and directs them to our product catalog. Meanwhile, Version B involved emphasizing social proof and testimonials from satisfied customers, including quotes and pictures of families sharing their positive experiences with our clothing. The CTA remains the same, encouraging visitors to “Shop Now.”

After running the A/B test for a few weeks and analyzing the results, we found that Version A had a conversion rate of 9% and a bounce rate of 37%, while Version B had a conversion rate of 7.3% and a bounce rate of 25.8%. 

As a result, we decided to implement Version B as the new default landing page for our website. This change led to a notable increase in conversion rates over time, driving more sales and helping to solidify our brand’s reputation as a trustworthy provider of sustainable children’s clothing. This successful A/B test demonstrates the power of understanding your audience and tailoring your messaging to meet their needs and preferences effectively.

Nikhil Soni, Founder, The Tribe Kids

Long-Form Content Increases Conversion Rate

Recently, I conducted an A/B test on a landing page to see the effectiveness of a short-form and long-form layout. 

I initially thought the long-form version, which had a more lengthy and comprehensive overview of our services, features, and benefits, would not be as attention-grabbing as a shorter layout, but instead, it had a higher conversion rate. 

This kind of finding wouldn’t have been available had we not run this A/B test, and as a result, it helped us understand our audience better.

Kate Cherven, Marketing Specialist, United Site Services

Benefit-Focused Headlines Drive More Conversions

At our organization, we are committed to optimizing every digital touchpoint to its fullest potential, which often means delving deep into A/B testing to understand what truly resonates with our audience. Here is one distinct instance where A/B testing on our website’s landing pages significantly enhanced our conversion rates, reflecting our strategic and data-driven approach.

Headline Variations: In one particular instance, we focused on testing different headlines for a landing page that promoted our SEO services. The original headline was quite straightforward, stating “Enhance Your Search Engine Visibility.” However, we tested an alternative that added a more direct benefit: “Boost Your Traffic and Revenue with Expert SEO.” This slight shift in messaging, emphasizing direct benefits rather than features, led to a 27% increase in conversions. It was a clear indication that our audience was more motivated by immediate, tangible outcomes than the mechanics of the service.

Jason Hennessey, CEO, Hennessey Digital

Optimal CTA Wording Maximizes Conversion Rates

Experimenting with different elements on our website’s landing page, I discovered that subtle changes in the call-to-action (CTA) button significantly impacted conversion rates. By testing variations in color, text, and placement, we identified the optimal combination that resonated most with our audience. 

Surprisingly, a simple tweak in the wording of the CTA led to a notable increase in conversions. This data-driven approach not only optimized our landing page but also maximized the effectiveness of our marketing efforts.

Cyrus Partow, CEO, ShipTheDeal

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