68 A/B Testing Ideas for Landing Pages

When it comes to landing pages and conversion rate testing, A/B testing is one of the most popular ways to experiment with new ideas. A landing page is a lot like a recipe—it has core ingredients, a set of instructions, and a desired outcome. However, marketers often struggle to determine what elements of the recipe are worth testing. Would adding a bit more salt make the recipe bitter, or would it be the perfect touch to turn it into a homemade classic?

In this post, we’re going to share 68 landing page A/B testing ideas across several categories, giving you plenty of inspiration to improve your conversion rate testing.

Headline Testing

The headline of your landing page is one of the most important components for conversion rate optimization. It grabs your user's attention, helps to set up what the page is all about, and can play a key role in engagement. Here are 12 landing page headline tests you can run.

Benefit Focus vs. Feature Focus Headlines

Play around with emphasizing customer benefits versus focusing on product features. Depending on the audience, you may find that emphasizing benefits really resonates, or for certain audiences, the features are what drive the conversion.

For example:

• Save Time and Boost Efficiency with Our Platform
• Discover Advanced Features Designed for Marketers

Power Words vs. Neutral Language

Adding some emotion in your headings could be an effective way to grab attention and instantly resonate with your audience.

For example:

• Transform Your Marketing Game Instantly
• Enhance Your Marketing Strategies with Ease

Question-Based vs. Statement-Based Headlines

Does curiosity work better with your audience versus providing direct declarative statements? A question can sometimes lead into the page seamlessly, encouraging users to seek the answer. Other times, it may not resonate at all.

For example:

• Struggling to Generate Leads?
• Generate More Leads with Proven Strategies

Short vs. Long Headlines

Is brevity truly the soul of wit when it comes to conversions? Testing the length of your headlines could be a very effective strategy.

For example:

• Achieve Better ROI
• Unlock Tools to Maximize Your Marketing ROI Effortlessly

Personalized vs. General Headlines

Personalization is an effective strategy for boosting conversion rates. Test out personalized copy versus more general language to see what resonates.

For example:

• Marketers, Here’s Your Game Changer
• Your All-in-One Marketing Solution Awaits

Urgency vs. Non-Urgency Headlines

Urgency is a powerful copywriting tactic that encourages immediate action. Compare that sense of urgency against more neutral phrasing to understand its impact.

For example:

• Act Now to Double Your Leads
• Learn How to Double Your Leads Today

Results-Oriented vs. Process-Oriented Headlines

Results-oriented headlines focus on outcomes, while process-oriented headlines emphasize the steps to achieve those outcomes. Testing this can reveal what drives your audience.

For example:

• Grow Your Email List by 50% in 30 Days
• Step-by-Step Guide to Email List Growth

Social Proof vs. Direct Promise Headlines

Social proof and testimonials are effective strategies for boosting trust and highlighting the value your product or service offers. Test these against direct promises to see what works best.

For example:

• Join 10,000+ Successful Marketers Using Knak
• Get Faster Results with Knak’s Proven Tools

Ad Copy Alignment vs. Independent Headlines

When running ad campaigns, aligning your headline with the ad copy can reinforce messaging. However, independent headlines might be more engaging for broader audiences.

For example:

• Upgrade Your Campaigns with Knak
• Effortlessly Build Campaigns That Convert

Numeric Headlines vs. Non-Numeric Headlines

Listicles dominate blogs for a reason—users often want to know exactly what they’ll get. Test numeric headlines against more general statements to see what resonates.

For example:

• Seven Steps to Build High-Performing Campaigns
• Achieve High-Performing Campaigns with Ease

Brand Focus vs. Customer Focus Headlines

Should your copywriting focus on your brand or your customer? Both approaches can be effective depending on your audience.

For example:

• Knak: The Most Trusted Marketing Platform
• Designed for Marketers Who Demand Results

Single Value Proposition vs. Multi-Value Proposition

Getting your value propositions right is critical. Test single-value propositions against multiple-value propositions to understand what resonates.

For example:

• Simplify Campaign Creation
• Save Time, Improve Results, and Simplify Campaign Creation

Call-to-Action Placement Testing

Well-designed landing pages typically have a singular focus: driving users to complete a specific action. This action could be anything from filling out a form, submitting a demo request, or signing up for a free trial. Experimenting with your call-to-action (CTA) placement can significantly impact conversion rates. Let’s explore 7 ideas for testing CTA placements.

Above the Fold vs. Below the Fold

The temptation with CTAs is always to place them at the top of the page where they're most visible, but tweaking this and experimenting with placing it lower on the page after some content may also prove effective.

For example:

• Start Free Trial button in the Hero section
• Start Free Trial button after a Product Benefit section

Multiple Placements vs. Single Placements

Is it better to use a single CTA rather than a repeating CTA in multiple spots on the page? Does saving up your energy for a single CTA build towards a better conversion rate, or are you better off to have multiple reminders throughout to prompt people?

For example:

• One CTA in the middle of the page
• CTAs in the Hero section, Benefits section, and Footer

End of Content vs. Inline CTAs

This is a little bit around how you design your landing pages. For instance, if you have a kind of a modular design, it may make sense to place the CTA at the end of the content section prior to the next section beginning. However, it could also work that you include the CTA strategically after certain content points.

For example:

• CTA after the last paragraph of the section
• CTA strategically placed between key content points

Sticky CTA vs. Static CTA

You've heard of sticky navigation, but what about a sticky, always visible CTA? Testing out a CTA that scrolls with the user may be an effective way to keep your call to action front of center and drive conversion rates.

For example:

• Sticky Get Started button that scrolls with the user
• Static Get Started button in the middle of the page

Proximity to Benefits vs. Independent Placement

If you have a really strong Benefits section, you may be tempted to test out the CTA in that section. You're making a case for your products or services, it makes sense that you would also ask for the conversion action at that point.

For example:

• CTA directly below a list of key benefits
• CTA in the hero section without nearby content

Center Align vs. Side Align CTAs

Does the alignment of the CTAs impact conversion rates and click-throughs? You can place CTAs anywhere on the page in any alignment, there's no rule necessarily against it. The only rule is, if you want to know what works best, you have to test it.

For example:

• Learn More button centered below the content
• Learn More button aligned to the right sidebar

Before Content vs. After Content

You can test the location of your CTA, whether it goes before the main content versus after, to see how users engage with content. How effective is the content on your page? After they read the page and look at the various things on the page, will they be tempted to click on that button?

For example:

• Start your free trial in the hero section
• Start your free trial after the benefit section

Form Testing

Forms may be one of the most important elements of your landing page. They are the point at which users convert and can represent either a seamless experience or a point of friction. Testing your forms is almost always worthwhile. Here are 9 ideas for you to test.

Short Forms vs. Long Forms

How many fields are effective for conversion rates? Is there a tipping point when you hit five, seven, or nine fields where users won't convert anymore? You have to balance form data collected with conversion opportunities.

For example:

• Email and name only
• Email, name, phone number, and company details

Single Step vs. Multi-Step Forms

If your landing page necessitates a longer form process, how does it look when you break that form into multiple steps versus a single page form? Are users more likely to fill out all the pieces once they've been invested in the first page, or do they get dissuaded by seeing that there are multiple form pages?

For example:

• All fields on one page
• A form with email capture on the first step followed by additional questions

Required Fields vs. Optional Fields

Does removing the requirement for certain fields help to increase conversion rates? Does it affect your data collection mechanism on your form? Testing the impact of this is an interesting test that you could run.

For example:

• All fields marked as required
• A form where only email and name are mandatory fields

Placeholder Text vs. Field Labels

From a user experience point of view, is it better to provide instructions with placeholder text on your form fields, or is it better to just label the field? This may depend on your audience but could be an interesting test if you're looking to optimize your form completion rate.

For example:

• Placeholder text reading "Enter your email"
• Field label above the input reading "Email Address"

Single Column vs. Multi-Column Layouts

Just like your page layout impacts user experience, so does your form layout. Try out a single column design versus a multi-column arrangement to see which converts better.

For example:

• A vertical alignment of all fields
• A form arranged in two side-by-side columns

Visual Progress Indicator vs. No Indicator

If you're using multi-step forms, having a progress bar may be a great way to demonstrate to the user how far they are in the form completion process. It lets them know how much more time they'll have to spend, as well as give them an indicator of where they're currently at.

For example:

• A form with a "Step 1 of 3" progress bar
• A form with no visual progress indicator

Submit Button Copy Variations

The button on the forms is often overlooked because the CTA button on the page tends to get all the attention, but the form button is incredibly impactful on conversion rates. It helps tie in with your headlines and value propositions shared on the page, reassuring the user that their information is going to the correct location.

For example:

• "Sign Up Now" button text
• "Get Started" button text

CAPTCHA vs. No CAPTCHA

CAPTCHA is a great tool for reducing spam submissions, but it can sometimes, depending on the implementation, introduce a little bit of user friction. It's great for reducing bots, but providing a solid user experience is key.

For example:

• A form with CAPTCHA verification
• A form without CAPTCHA

Submit Button Color Variations

Just as with the above submit button text, playing with the submit button color can help attract more clicks and improve your form conversion rate. Matching it to your CTA or offsetting it from your CTA on the page may also be an interesting test.

For example:

• A blue submit button
• A green submit button

Copy Testing

The copy on your landing page can have a remarkable effect on conversion rates and overall engagement. Copy testing is an essential strategy to optimize your messaging. Here are 13 ideas for testing copy on your landing pages.

Benefits-Focused vs. Features-Focused Copy

When communicating with your customers, you want to understand what’s in it for them. Sometimes this means clearly highlighting benefits, while other times customers want to know about specific features. Depending on your business and audience, testing both approaches can reveal what resonates.

For example:

• Save time with automation tools that do the work for you.
• Our platform includes advanced automation features.

Long-Form Copy vs. Short-Form Copy

Does shorter, punchier copy convert better than longer, detailed explanations? This test helps determine the ideal word count for your landing page to balance engagement and clarity.

For example:

• Multiple paragraphs explaining features, benefits, and use cases.
• A simple landing page with a brief description and a clear CTA.

Conversational Tone vs. Professional Tone

Tone can significantly affect how users engage with your page. Casual, conversational copy might appeal to certain audiences, while a formal tone builds credibility with others.

For example:

• Want to supercharge your campaigns? Let us help!
• Optimize your campaigns with our proven tools.

Bullet Points vs. Paragraphs

Bullet points make content skimmable, while paragraphs provide more context and detail. Testing these formats reveals which style better captures attention and drives conversions.

For example:

• Bullet Points: Boost ROI quickly, simplify workflows, and get results fast.
• Paragraph: Boost ROI quickly while simplifying workflows to achieve fast results.

Specific Metrics vs. General Claims

Including specific metrics in your copy can draw attention and build credibility, while general claims might appeal to a broader audience.

For example:

• Increase your open rates by 25% within two weeks.
• Achieve better email campaign results with our tools.

Personalized Copy vs. Generic Copy

Personalization often improves conversion rates, but it’s always worth testing whether a tailored approach outperforms generalized messaging.

For example:

• For marketers like you, creating campaigns has never been easier.
• Creating campaigns is simple and efficient.

Urgency vs. Non-Urgency

Using urgency in your copy can encourage users to take immediate action, while a neutral tone might feel less pushy. Testing these approaches can help determine the right tone for your audience.

For example:

• Sign up today—limited spots available!
• Sign up at your convenience.

Storytelling Approach vs. Straightforward Facts

Stories capture attention and ignite imagination, while straightforward facts cater to a practical audience. Test these approaches to see what resonates with your visitors.

For example:

• Imagine launching your dream campaign in minutes.
• Launch campaigns quickly with our intuitive tools.

Customer Testimonials vs. Product Descriptions

Social proof builds trust and credibility, while product descriptions provide functional details. Test to find out which approach better engages your audience.

For example:

• “Knak transformed how we do marketing. It’s a game changer!” – Jane Doe
• Knak offers robust tools to simplify your marketing efforts.

Emotive Language vs. Rational Language

Appealing to emotions might inspire action, while rational copy caters to a more analytical audience.

For example:

• Love your marketing results with tools you can trust.
• Achieve consistent and measurable marketing results.

Questions vs. Statements

Engaging questions can guide user thought processes, while statements establish authority.

For example:

• Are you ready to transform your marketing?
• Transform your marketing today.

Comparative Copy vs. Unique Value Proposition

Positioning yourself against competitors with comparative copy can help highlight your strengths, while focusing on your unique value proposition emphasizes differentiation.

For example:

• Why choose Knak over other platforms? Here’s why.
• Knak stands out as the best choice for marketers.

Positive Framing vs. Negative Framing

Positive framing highlights benefits, while negative framing focuses on pain points to encourage action.

For example:

• Achieve your goals faster with Knak.
• Stop wasting time with inefficient tools.

Visual Elements Testing

The visual design of your landing pages can have a substantial impact on your conversion rates, engagement, and overall brand recognizability. Thinking deeply about your visual elements is worthwhile, but implementing a solid A/B testing framework is even better. Don’t just assume that something that looks good will work—test it. Here are 7 ideas for A/B testing visual elements on your landing pages.

Image-Based Background vs. Solid Color Background

Your hero section is the first thing visitors see when they land on your page. A visually compelling hero can make a big difference. Test using an image-based background versus a solid color to see which resonates better with your audience.

For example:

• A high-quality product-related image in the background
• A clean solid color background

Static Images vs. Video Content

In your hero section, test static images against dynamic video content. Videos can showcase your product or engage viewers with action, which may improve conversion rates.

For example:

• A hero image showcasing your product
• A video demonstrating your product in use

Product-Focused Image vs. Lifestyle Images

Compare the effectiveness of using product-specific images versus lifestyle images. Highlighting the product versus showing it in context can impact engagement and conversions.

For example:

• A close-up of the product
• A lifestyle image showing the product being used in context

Directional Cues vs. No Cues

The call to action is the central focus of your landing page, and visual cues can help guide users toward it. Test whether directional cues like arrows or visual focus points improve conversions.

For example:

• An image of a person looking towards a CTA button
• A generic image with no directional cues

Light vs. Dark Visual Themes

Visual themes can set the tone for your landing page. Testing light, bright themes against darker, moodier designs can provide insights into what works best for your audience.

For example:

• A clean, bright, light-themed landing page
• A darker, moodier design with bold contrasts

Illustrated Graphics vs. Real Photos

Custom illustrations offer flexibility for messaging, while realistic photos can help audiences connect emotionally. Testing these styles can reveal what resonates.

For example:

• Cartoon-style illustrations of features
• Real-life photos of the product in use

CTA Buttons with Icons vs. Text Only Buttons

The design of your call-to-action buttons plays a crucial role in conversions. Test whether adding icons to CTA buttons boosts engagement compared to text-only buttons.

For example:

• A “Download Now” button with a download icon
• A plain “Download Now” button

Page Layout Tests

Similar to testing your visual elements, page layout tests can be effective for seeing what formats and page templates that you have that work best for conversions. There's lots you can test here, so here are 9 ideas for testing your page layouts.

Single Column Layout vs. Multi-Column Layout

Adjusting the layout of your pages with single columns or multiple columns helps determine which format is better for readability and focus.

For example:

• A landing page with a vertical flow of content with one element per row
• A two-column layout showing text on one side and visuals on the other

Long-Form vs. Short-Form Layout

Is less more when it comes to your landing pages? Testing the length of your landing pages can reveal whether detailed, scrollable pages or concise, compact layouts drive better user engagement.

For example:

• A page with multiple sections, each elaborating on a benefit
• A single scroll page with only key highlights and a CTA

Above the Fold Emphasis vs. Distributed Information

Conventional wisdom suggests including the most important information above the fold, but testing this assumption can yield valuable insights.

For example:

• A landing page with a hero section containing a headline, CTA, and brief value proposition
• A landing page where key details are placed throughout the page for gradual engagement

High Visual Density vs. Ample White Space

Balancing content density with white space can impact how users interact with your page.

For example:

• A landing page with tightly arranged images, icons, and text
• A minimalistic design with significant white space around elements

Fixed Sidebar vs. No Sidebar

Sticky sidebars can provide persistent calls to action or navigation but could also be distracting.

For example:

• A landing page with a fixed sidebar offering quick navigation options
• A distraction-free full-width layout

Modular Layout vs. Linear Layout

Modular layouts offer chunked content and a modern design, while linear layouts provide a seamless flow.

For example:

• A landing page with content displayed in individual modules like cards
• A landing page with a sequential arrangement of content

Symmetrical Layout vs. Asymmetrical Layout

Symmetrical designs ensure balance and consistency, while asymmetrical layouts push creative boundaries with varied column widths and overlapping elements.

For example:

• A landing page with balanced columns and equal margins
• A bold, off-center design with overlapping elements

Collapsible Sections vs. Fully Expanded Content

Collapsible sections let users view additional details interactively, while fully expanded content offers immediate visibility.

For example:

• A landing page with expandable FAQs and feature details
• A landing page displaying all details by default

Full Page Scrolling vs. Section-by-Section Scrolling

Modern web design often features section-by-section scrolling, creating engaging transitions. Test this against traditional full-page scrolling to see what resonates.

For example:

• A free-scrolling experience through all the content
• Full-screen section transitions on scroll

Incentive Tests

Landing pages are often all about the incentive, about offering something enticing enough for your customer or lead to complete the desired action. Here are 11 ideas for A/B testing incentives on your landing pages.

Discounts vs. Free Trials

What’s more effective for encouraging users to sign up: a free trial period or a discount? Test these options by tweaking your headlines or CTAs to see what resonates with your audience.

For example:

• Get 20% off your first month
• Start a 14-day free trial today

Urgency-Based Incentives vs. Standard Incentives

Adding urgency to an incentive can prompt immediate action but overusing it might feel pushy. Test urgency to find the right balance.

For example:

• Limited-time offer: Sign up by Friday for a free trial
• Sign up anytime for a free trial

Monetary Discounts vs. Percentage Discounts

Do users respond better to monetary savings or percentage discounts? Though equivalent, these formats can drive different perceptions of value.

For example:

• Save $10 on your first subscription
• Get 10% off your first subscription

Exclusive Access vs. Financial Incentives

Exclusivity can make users feel special, while financial incentives have broad appeal. Test these strategies to see which drives conversions.

For example:

• Join today for exclusive early access to new features
• Join today and save $20

Bundled Incentives vs. Standalone Offers

Bundling incentives might seem like an obvious win, but sometimes simplicity works better. Test this to determine what your audience prefers.

For example:

• Get a free ebook plus a discount code when you sign up
• Sign up and receive a free ebook

Loyalty Rewards vs. One-Time Deals

Loyalty programs incentivize ongoing engagement, while one-time deals focus on immediate action. Test these approaches to find the best fit for your audience.

For example:

• Earn points towards rewards with every purchase
• Get 10% off your first purchase

High-Value Prizes vs. Small Guaranteed Incentives

Would your audience prefer a chance to win a big prize or a guaranteed smaller reward? This psychological test can reveal interesting insights.

For example:

• Enter to win a $500 gift card
• Sign up and get a $5 gift card

Early Bird Incentives vs. Standard Pricing

Create urgency by offering early bird pricing for a limited time. Compare this with the appeal of standard, anytime pricing.

For example:

• Sign up before December 1st to get 30% off
• Sign up anytime for standard pricing

Social Proof vs. Financial Incentives

Social proof can build trust, while financial incentives may appeal directly to the wallet. Test these strategies to see what works best for your audience.

For example:

• Join 10,000+ marketers who trust Knak
• Sign up today and get 15% off

Physical Incentives vs. Digital Incentives

Are physical rewards like swag or t-shirts more effective than digital incentives? Test these options to find out which motivates your audience.

For example:

• Get a free t-shirt when you subscribe
• Get a free ebook when you subscribe

Gamified Rewards vs. Traditional Discounts

Gamification can add excitement and encourage engagement, while traditional discounts are more predictable. Test these approaches to see what drives conversions.

For example:

• Spin the wheel to win exclusive discounts
• Get 10% off your first order

Exit Intent Tests

Exit intent interstitials or pop-ups are a popular way to convert users who are showing intention to leave the landing page. They can provide a last and very effective measure for converting users. Here are 7 A/B tests you can use for your exit intent popups.

Discount Offer vs. Free Resource

Offering a discount versus a free resource in your exit intent can test what motivates your users to convert. Are they more likely to respond to immediate savings or value from free content?

For example:

• Wait, get 10% off your first purchase
• Don’t leave without this free guide

Urgency-Based Messaging vs. Standard Exit Offer

Urgency can encourage immediate action, but how does it compare to neutral messaging on exit overlays?

For example:

• Offer ends tonight, sign up now
• Sign up today and save

Interactive Pop-Ups vs. Static Pop-Ups

Interactive exit pop-ups create engagement, while static pop-ups provide a straightforward offer. Compare their effectiveness.

For example:

• Spin the wheel to win a discount before you go
• Click here to save 15% on your first order

Email Capture vs. Discount Code

Do users respond better to providing their email for future updates or receiving an instant discount code?

For example:

• Enter your email to get exclusive updates
• Take 10% off instantly—use code SAVE10

Testimonials vs. Incentives

Test whether customer testimonials perform better than direct incentives. Social proof may be enough to persuade users to convert.

For example:

• Join thousands of satisfied customers today
• Don’t miss out, get 20% off now

Time-Sensitive Offers vs. Evergreen Offers

Countdown timers add a sense of urgency, while evergreen offers provide flexibility. Compare which resonates more with your audience.

For example:

• Hurry, this deal ends in 15 minutes
• Enjoy 15% off anytime you sign up

Content Offer vs. Product Offer

Content-driven offers like guides or reports can appeal to users seeking knowledge, while product discounts cater to those ready to purchase.

For example:

• Download our free marketing guide
• Save 15% on your first order

A/B Testing with No-Code Landing Page Builders

When it comes to landing page testing, the possibilities are endless. We’ve just shared 68 ideas with you, but that’s only the beginning. Each potential experiment can have multiple variations and themes to further refine your conversion rate optimization process.

If you’re unsure whether conversion rate optimization is worth it, consider this: it helps boost the number of sales, leads, and qualified contacts generated from your landing pages. It’s a vital part of the marketing process, though one that can feel daunting for many users.

No-code landing page builders like Knak are revolutionizing this process. They enable marketers to create landing pages without needing to learn code, removing barriers and allowing you to turn your ideas into reality. With tools like Knak, you can test these variations quickly and efficiently without relying on a developer to bring your vision to life.

If you’re serious about A/B testing and optimizing your landing pages, check out Knak to see how it can supercharge your conversion rate testing process.