Landing Page A/B Testing: A Practical Guide

A/B testing compares page variants under controlled traffic so you can learn whether a specific change affects the conversion goal.

Start with a hypothesis

Describe the problem you think exists, the change you will make and the result you expect. That makes the test interpretable.

Choose one primary goal

Use a conversion event that reflects the page's actual job: form submission, purchase, booking or another meaningful action.

Change enough to learn

A tiny cosmetic change may produce little insight. Test a meaningful idea such as message framing, offer structure, CTA treatment or page hierarchy.

Avoid stopping too early

Small samples and short-lived spikes can mislead. Run tests long enough to capture normal traffic variation and use appropriate statistical judgment.

Document what you learned

Record the hypothesis, variants, timing, result and interpretation so future tests build on evidence rather than memory.