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How can you prioritize which elements to test on a landing page?

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Landing pages are crucial for converting visitors into leads and customers. But how do you know which elements of your landing page are working well and which ones need improvement? A/B testing is a powerful method to compare different versions of your landing page and measure their impact on your conversion rate. However, you can't test everything at once. You need to prioritize which elements to test based on their potential value, ease of implementation, and relevance to your goals. In this article, you'll learn how to use a simple framework to prioritize your landing page tests and optimize your results.

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Gabriel Farias

Strategic Business Growth Leader & Advisor | Private Equity Director | Interim CEO | Chief Strategic Officer (CSO) |…
Muhammad Azam

Freelance Google Ads Specialist | Marketing Project Manager | Local Service Ads | Founder @ Greenfly Paid Media
Curt Johnson

Growing Brands Leveraging Marketing, Partnerships, Technology and Salesforce | Brands | Partnerships| Technology | CRM…

1 Identify your goal

Before you start testing, you need to define what you want to achieve with your landing page. What is the main action you want your visitors to take? How does it align with your business objectives and customer journey? Your goal should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, your goal could be to increase the number of sign-ups for your free trial by 10% in the next month. Having a clear goal will help you focus your testing efforts and evaluate your performance.

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Gabriel Farias

Strategic Business Growth Leader & Advisor | Private Equity Director | Interim CEO | Chief Strategic Officer (CSO) | Chief Transformation Officer (CTO)
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In my opinion, setting landing page goals begins with a clear understanding of its function. Choose goals like lead generation, product sales, or data collection — key touchpoints in the consumer journey. This focus improves your page design and goal specificity, whether boosting your results like sign-ups or sales. Align your page design from start with these objectives, utilizing effective CTAs like “Unique Selling Proposition” + ”Sign-Up” for awareness, valuable offers for consideration, clear actions for decision-making, and newsletter subscription options for retention.

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Muhammad Azam

Freelance Google Ads Specialist | Marketing Project Manager | Local Service Ads | Founder @ Greenfly Paid Media
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In my experience, goal identification is the most important thing. We as a team define the goal is to increase the conversion rates by 10% in the next 3 months. In order to achieve this goal, we make plans to dedicate work to the relevant person/team. By documenting things we remain organized, and ahead of time and keep things properly tracked.

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Curt Johnson

Growing Brands Leveraging Marketing, Partnerships, Technology and Salesforce | Brands | Partnerships| Technology | CRM | Content | Communications
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1) Define goals 2) Survey customers 3) A/B Testing 4) Refine and Adjust This is the best and agile way to get it right from the start within a relatively short period of time.

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Jackson Tan

?? ???? ???? ?? ?????????????? ???? ?????????????? ?????????? ?????????????? - Leadership Development I Entrepreneur | Coach & Mentor | Wellness Advocate
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Looking at the landing page from potential customers’ point of view and journey is to me more critical than anything else. If it doesn’t INTERUPT or CATCH their attention, you’ll lose them very quickly, hence, all your intention does not have the opportunity to materialise. Who does your landing page speaks to? If it’s B2B, it has to be different if it’s for C-suite vs Buyers. If it’s B2C, understand what type of “Ideal customers” and speak to them only.

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2 Analyze your data

Once you have your goal, you need to understand how your landing page is performing and where the opportunities for improvement are. You can use various sources of data, such as web analytics, heatmaps, surveys, feedback, and competitor analysis, to gain insights into your landing page's strengths and weaknesses. You should look for metrics that indicate how well your landing page is attracting, engaging, and converting your visitors, such as traffic, bounce rate, time on page, click-through rate, and conversion rate. You should also identify any gaps or pain points in your landing page that might prevent your visitors from taking the desired action.

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Stefan Ivanovic

CEO │ Business Strategist │ Educator & Trainer │ ePlus Marketing Center
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Determining priorities is generally one of the biggest challenges in today's business environment due to rapid market changes and shifts in consumer behavior. When it comes to A/B testing, it is crucial to have a well-developed Customer Journey for our target audience to determine priorities effectively. Customer Journey analysis will help you to gain a better understanding of what influences the behavior and how significant that influence is. Based on this, you will be able to make an informed decision about prioritizing elements for A/B testing on the landing page. All other tools and metrics you use, such as web analytics, heatmaps, surveys, feedback etc, will only be of real value after analyzing the Customer Journey.

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3 Generate hypotheses

Based on your data analysis, you can generate hypotheses for potential landing page tests. A hypothesis is a statement that expresses a cause-and-effect relationship between a change in your landing page and an expected outcome. For example, a hypothesis could be: "If we add more social proof to our landing page, then we will increase our trust and credibility and boost our conversion rate." A good hypothesis should be based on evidence, not assumptions, and should be testable and relevant to your goal.

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Stefan Ivanovic

CEO │ Business Strategist │ Educator & Trainer │ ePlus Marketing Center
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Generating hypotheses for testing is a key moment that can shift the development of the landing page in an entirely new direction. In addition to using behavioral insights, it's beneficial to employ 'thinking hats' here and try out some ideas that may not be immediately apparent.

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4 Prioritize your tests

Now that you have a list of hypotheses, you need to decide which ones to test first. You can use a framework such as the PIE method to prioritize your tests based on three criteria: potential, importance, and ease. Potential refers to how much improvement you can expect from a test, based on your data and intuition. Importance refers to how valuable a test is for your business and your goal. Ease refers to how simple and quick a test is to implement and run. You can score each hypothesis on a scale of 1 to 10 for each criterion, and then calculate the average score. The higher the score, the higher the priority.

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5 Run and analyze your tests

Finally, you can run your tests using a tool such as Google Optimize, Optimizely, or Unbounce. You should create two or more versions of your landing page that differ only in one element, such as the headline, the image, the call to action, or the layout. You should then split your traffic evenly between the versions and measure their performance against your goal. You should run your tests for a sufficient amount of time and sample size to ensure statistical significance and validity. You should also analyze your results and draw conclusions about what worked and what didn't, and why.

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6 Iterate and optimize

Testing is not a one-time activity, but an ongoing process of learning and improvement. You should use the insights from your tests to inform your next steps and optimize your landing page. You should also keep testing new hypotheses and elements to find the optimal combination for your conversion rate. Remember that landing page optimization is not about following best practices or copying others, but about finding what works best for your audience and your offer.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you prioritize which elements to test on a landing page?

1

2

3

4

5

6

7

1 Identify your goal

2 Analyze your data

3 Generate hypotheses

4 Prioritize your tests

5 Run and analyze your tests

6 Iterate and optimize

7 Here’s what else to consider

Product Marketing

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How can you prioritize which elements to test on a landing page?

1

2

3

4

5

6

7

1 Identify your goal

2 Analyze your data

3 Generate hypotheses

4 Prioritize your tests

5 Run and analyze your tests

6 Iterate and optimize

7 Here’s what else to consider

Product Marketing

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