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How to A/B Test and Increase Landing Page Optimization

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When it comes to how to A/B test and increase landing page optimization, it is first important to understand its exact purpose. A/B testing, also known as split testing, is often used as part of marketing research to analyze the functionality of a website. This process is used by many webmasters to test the success of a website or pages within a site. A/B testing is vital as it pertains to fully understanding any limitations of a site’s design and improving its existing performance.

Webmasters must know the visiting behavior of users that enter their website. It is essential to know how many visitors come to different pages, which web pages they frequent and where they exit the site. Webmasters need this information to learn how to covert more of these visitors into paying customers.


#1. What is A/B Testing?

A/B testing is essentially a form of hypothesis testing where webmasters compare the performance of two functions; A and B. The A measurable is often referred to as the control; this is the original version of whatever will be modified. B is usually the new element that will replace A if found to be more effective.

Website traffic is split into A and B versions and their individual performance is then measured using certain metrics that are essential to the success of the website such as sales, leads and conversion rates for other measurable actions. After the test is launched and the results are available, it is then possible to see which method worked the best. This will be the model that is selected.

This method is employed by all kinds of website publishers as well as email marketers. These A/B tests are extremely effective ways for web developers and marketers to discover the best methods to implement calls-to-action and visitor interaction regarding design and formatting. A number of common website components are measured such as the design, banners, text, page formatting and many other features on the website.


#2. What is Multivariate Testing?

A/B testing allows marketers to test only one element at a time, but multivariate testing allows webmasters and marketers to test many different factors simultaneously. Evaluating the actual impact of a combination of different elements will typically reveal significant interaction results that directly affect conversion goals. Multivariate testing uses mathematical formulas that enable marketers to learn what actually worked and what did not. The optimal grouping of different web page elements that can be used to maximize the response rate can be determined by using this technique. This method offers marketers the ability to perform many different tests at the same time, which is a faster way of gathering results.


#3. What Are The Advantages Of Multivariate Testing?

By using multivariate experiments, the different testing possibilities are almost limitless. Marketers can quickly learn the most advantageous combinations of web page elements such as titles, images, price points and copy in order to maximize their results. This testing removes all the guesswork out of designing a website. Through different multivariate experiments, it is possible to determine if a particular image on the landing page draws more attention with or without a border or if one headline works better than another.

There are a number of different variables that can be tested. Testing a site allows website owners to optimize their conversion rates when the site is launched for the first time or to improve pages on existing sites. This process will allow marketers to get a clear understanding of what their visitors like, and implement these elements onto the web pages. The testing will help to ensure that certain visitors can turn into viable leads, subscribers to a blog or newsletter, or increased profitability through higher sales.


There are several popular free tools that can be used to conduct this level of testing, such as Website Optimizer which is offered by Google. This tool can process the data it generates and give a clear understanding of how to apply certain elements to a website in order to maximize conversion rates. The tool is very easy to use and comes equipped with several tutorials for beginners. Users can perform many different experiments using either A/B or multivariate testing. It is important for site owners to be creative in their variations in order to get the best results. Whilst there are some great free resources available larger companies might consider using specialist provides who have developed specialist software for multivariate and A/B testing solutions to achieve optimal results.

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Siddartha is a Blogger from India. He is currently working as a Java Front End developer and he loves writing about tutorials, technology, algorithm, etc. You can follow him on Twitter | Facebook | Google+. You can subscribe to GadgetCage RSS Feed or Email Notifications.

4 Comments to How to A/B Test and Increase Landing Page Optimization

  1. Wow, this is very informative. I always wonder how A/B testing can be done as I heard a Google tool about it. I never tried it though.

    Pretty much I wanted to test which converts more, having a landing page (like an About page) or simply using the URL homepage. Any thoughts?

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