What is AB testing on your landing page
Posted: Thu Feb 06, 2025 8:10 am
Less execution – Changing top-funnel assets like ads, landing pages, and emails is usually less work to execute than changing in-product experiences like in-product features. This is why landing page AB testing is more common than in-product feature testing.
Product changes are just as important as early funnel changes, but they are outside the scope of this manual.
There are two types of variants: micro variants and macro variants.
Micro variations are small changes that happen quickly. They are unlikely to have a significant impact. For example, changing the color of a button a micro variation will typically have no more than a 2% conversion impact.
Macro variations, on the other hand, are major redesigns canada mobile database of resources. A complete rewrite of a landing page can increase conversions by 50-300%. This happens quite often. Although, you’ll usually only get a few boosts before facing diminishing returns.
Your goal is to focus on the big macro impacts — because every AB test has an opportunity cost: you typically only run one test per audience at a time.
Macro variants
Macro variations require considerable effort: it’s difficult to repeatedly muster the focus and company-wide collaboration needed to comprehensively rethink your resources.
Since the biggest barrier to testing macro variations is committing resources, I recommend that you create an AB testing calendar and stick to it: For example, create a recurring event every 2 months. On that day, spend a few hours brainstorming ideas to create macro variations that grow your funnel.
Product changes are just as important as early funnel changes, but they are outside the scope of this manual.
There are two types of variants: micro variants and macro variants.
Micro variations are small changes that happen quickly. They are unlikely to have a significant impact. For example, changing the color of a button a micro variation will typically have no more than a 2% conversion impact.
Macro variations, on the other hand, are major redesigns canada mobile database of resources. A complete rewrite of a landing page can increase conversions by 50-300%. This happens quite often. Although, you’ll usually only get a few boosts before facing diminishing returns.
Your goal is to focus on the big macro impacts — because every AB test has an opportunity cost: you typically only run one test per audience at a time.
Macro variants
Macro variations require considerable effort: it’s difficult to repeatedly muster the focus and company-wide collaboration needed to comprehensively rethink your resources.
Since the biggest barrier to testing macro variations is committing resources, I recommend that you create an AB testing calendar and stick to it: For example, create a recurring event every 2 months. On that day, spend a few hours brainstorming ideas to create macro variations that grow your funnel.