Landing page A/B testing: A framework for higher conversion

You’ve got visitors, and now you need to turn them into customers. It starts with understanding their needs. Here are five landing page tests you should be running from day one.

Remember the motto “Always be selling?” In the digital world, that means “Always be testing.”

Test your features, test your copy, and test the media on your website. Test it all. Because frequent testing lets you figure out what works for your visitors—and what’s going to lead them to that longer-term relationship.

But what do you test? When do you test? And how do you test?

The golden rule: focus on your landing pages. They’re your potential customers’ first interaction with your brand. And you need to make that first impression count.

Need conversational tips for making that first impression count? Check out these tips on how to improve your online interactions.

Here’s how to test your landing pages to make sure you’re connecting with—and converting—your audience.

1. Headlines as a first impression

Your headline is probably the first thing your visitor sees. This makes it an uber-critical element of your landing page. It’s also your first test for improving the journey from visitor to customer.

So give your headline the headspace it deserves. Here’s Brian Jackson from Kinsta:

A headline wraps your entire sales pitch into one bold sentence. It’s meant to pique the curiosity of visitors, answer a question, solve a problem, or be instructional.

Writing the right headline can be tricky. Especially since your visitors are different. But they’ll be united by a problem they’re trying to solve. And that’s why they’ve come to you—to find a solution.

Here are some suggestions on the types of headlines you should be testing, inspired by Kinsta:

• Command headlines. “Act now or lose this discount forever!” Bold and actionable wording. This headline tells the visitor what to do. Start with a verb and be a little dramatic.
• Direct headlines. “Engagement Rings 50% Off.” Straightforward wording with no attempt to be clever.
• Question headlines. “Are you ready to take on the great outdoors?” Um, exactly what it sounds like. Pose your headline as a question.
• Problem-solving headlines. “Are you also sick of food sticking to your pans?” Make an emotional appeal to your audience while making your business feel relevant.
• Instructional & how-to headlines. “Add code SPRINGFLING at checkout to get 30% off.” Help the reader out. Give them an instructional headline to help them complete the intended action.

2. People want video

Video remains a popular way for people to learn about products and services. In Wyzowl’s 2026 video marketing research, 63% of consumers said they’d most like to learn about a product or service by watching a short video.

The same research found that:

• 96% of people have watched an explainer video to learn more about a product or service.
• 85% of people have been convinced to buy a product or service by watching a video.
• 84% of consumers want to see more videos from brands.

That’s a lot of positive percentages—and a good reason to keep testing video as part of your landing page experience.

See that video? You want to click that triangle, don't you.

So use it, and more importantly, test it. But keep these best practices in mind:

• Show, don’t tell. Let your product speak for itself. Use a model of your product with a voiceover.
• Let your customers talk on your behalf. Turn one of your best testimonials into a landing page video.
• Test timing to learn when viewers drop off. Track watch time and audience retention to see where engagement starts to decline.
• Keep your video and CTA easy to find so visitors can quickly watch the content and take the next step.

3. Add a conversational form

People crave authenticity. Guess what: customers are people too. But how can you make a landing page feel genuine?

Add a conversational form to make the experience feel more interactive and personal. Typeform forms are designed to feel more like conversations, using features such as one-question-at-a-time flows, logic, and personalization to keep respondents engaged.

Here’s Eliz Kiliç from Prototypr.io:

Since every human already knows how to converse with one another, its [CUI] learning curve is minimal. You get higher engagement and more focus than a GUI.

An interactive experience gives you more opportunities to personalize the journey and guide visitors toward the next step without making the interaction feel like a hard sales pitch. Try embedding a conversational form into your landing page just like you would any other opt-in, subscribe, or contact form.

Or why not invite someone to subscribe to your newsletter using a conversational form, rather than a standard form that simply says “Subscribe.”

Alright, that’s all nice and cozy. But how do you test this type of interaction to see whether it converts?

First, test the type of interaction—for example, a conversational form versus a standard form. Then test its location and CTA one at a time. Over time, those landing page tests can help you understand which form experiences work best for your audience.

4. Make space for a secondary CTA

A strong call-to-action is important. But how about a secondary CTA? How does it fit into the testing and conversion quandary?

Your secondary CTA is meant to catch potential customers who don’t convert on the first try.

Take a subscribe CTA for instance. It can make a perfect secondary CTA whenever a visitor has shown interest in your brand or products but not pulled out their wallet. Once they subscribe, you can nurture them until they complete a purchase down the road.

So how do you test a secondary CTA against your primary CTA? Depending on your goal, start by identifying which action is most engaging or effective on the page. For example, if you’re looking to drive subscribers, try testing your:

• standard subscriber form
• opt-in for subscribing
• white paper download
• freebie or value-add download
• inexpensive digital download

When testing these formats, keep the other page elements consistent so you can isolate the effect of the CTA itself. Change one element at a time whenever possible.

Yes, this type of testing can be extensive. To make the process easier, use an A/B testing tool to track variations and results.

5. Infomercials still work

Infomercial-style landing pages are long—really long—and they’re all about the offer. They often include multiple CTAs with the same intended action, along with testimonials, videos, images, and call-out quotes. So what’s the key? Persuasive copy.

Instead of talking only about the product and its features, try appealing to problems and solutions. This makes the sell more emotional.

Copyblogger suggests these infomercial techniques:

• Sprinkle in testimonials and case studies of your product to provide value to the customer. Show how your brand is solving their problem.
• Agitate the problem using this sales copy formula: Problem-Agitate-Solve.
• Use repetition. Infomercials hammer a message home on repeat. Your job is to find new angles to frame the same thing over and over.
• Use legitimate scarcity to give readers a reason to act now.
• Tell the visitor exactly what to do. Keep every CTA crystal clear.

When it comes time to see what’s working, either test this page against one of your standard landing pages, or create two variations of your infomercial page and test them head-to-head.

Never Stop Testing

Remember that testing is a continuous commitment to seeing what connects best with your audience. It’s a process that demands dedication, creativity, and the willingness to fail.

It’s how you learn what drives conversions and what falls flat. Use these ideas to start testing your assumptions—so when potential customers hit your landing page, they get where you want them to go.