A well-optimized landing page can significantly impact conversions, but what works for one brand might not work for another. That’s where A/B testing comes in. By systematically testing different elements—copy, images, videos, and calls to action—you can refine your landing pages to maximize performance.
In this article, we’ll share 20 landing page test ideas that you can implement today.
Your landing page copy is often the first impression visitors get. Small changes in wording, length, and tone can have a major impact on conversion rates. Here are some A/B testing ideas for landing page copy:
Try a short and punchy headline vs. a more descriptive one. Example:
Example: Hydration brand Waterdrop keeps its headlines punchy and engaging, using direct yet personality-driven messaging like “Drink More Water” to encourage action with simplicity and clarity.
Incorporating specific numbers into your headlines can enhance credibility and attract customer attention. For instance, using digits rather than words to present numbers can positively influence consumer judgment and behavior.
Example:
Online wine merchant Winc uses bold copy that claims they’re the internet’s #1 wine delivery.
Try urgency-focused headlines that encourage immediate action by tapping into fear of missing out (FOMO) or limited availability.
Example: “Limited Stock – Order Now Before It’s Gone!” vs. “Get Yours Today!”
Adding a countdown timer or stock indicator alongside the headline can further amplify urgency and drive conversions.
Use dynamic content to personalize messaging based on the visitor’s location, browsing history, or purchase behavior to make the experience feel tailored.
Example: “Fast Shipping to [User’s Location] – Order Now!”
Personalized headlines help increase engagement and trust, making customers feel like the offer was designed specifically for them.
Highlight a pain point in the headline and present your product as the clear solution to make it immediately relevant to potential customers.
Example: “Struggling with Dry Skin? Our Moisturizer Hydrates Instantly.”
The skincare brand Clear Within does this well with “CLEAR SKIN STARTS FROM WITHIN”, positioning their supplement as the key to balanced skin. Pairing this with a concise value statement and social proof can make the offer even more compelling.
Visual elements do more than just grab attention—they shape how visitors perceive your brand, product quality, and credibility. The right images or videos can build trust, reduce friction, and drive conversions, while poor choices can lead to confusion or drop-offs.
Testing different image styles, video formats, and interactive elements helps uncover what resonates most with your audience.
For some brands, polished, high-quality product images might perform best, while others may find that raw, user-generated content (UGC) drives more engagement and trust. Similarly, a simple static image might work better than a video for some audiences, while others might need a dynamic product demo to make a decision.
Here are some images, videos, and multimedia ideas for your landing page:
Test whether close-up product shots or lifestyle images featuring the product in use perform better.
Example: Solo Stove features both a clean, standalone product image and a lifestyle shot showing people gathered around the fire pit. Lifestyle images create an emotional connection, helping customers visualize how the product fits into their lives.
Test whether customer-submitted videos and images resonate more with shoppers than polished brand photography.
Example: Haircare brand Briogeo features UGC videos on product pages, showing real customers applying and styling their hair. Unlike studio shots, UGC adds relatability and social proof, helping shoppers see authentic results across different hair types, boosting trust and purchase confidence.
Compare the effectiveness of static product images versus interactive 360° views in enhancing the shopping experience and boosting customer confidence.
Example: A rotating 3D view of a sneaker vs. a series of static images from different angles.
360° views increase confidence by allowing customers to inspect every detail, reducing uncertainty and the likelihood of returns. This is especially useful for high-ticket items where customers need a closer look before committing to a purchase.
See if real customer video testimonials make a bigger impact than plain text reviews when it comes to building trust and convincing shoppers to buy.
Example: Skincare brand Youth to the People features customer testimonial videos on its website, where real users discuss their experiences with products like the Superfood Cleanser in detail. Seeing a customer demonstrate and describe their results makes the testimonial more authentic, engaging, and persuasive than a simple text review. Video testimonials add a human touch, increasing credibility and helping hesitant shoppers feel more confident in their purchase decision.
Test whether a landing page with a video converts better than one with only images and text.
Example: Insta360 features a prominent demo video on its product page, showcasing the camera’s key features, shooting modes, and real-world footage captured by users. Videos increase engagement and help break down complex or multi-step products, making them more accessible to first-time buyers.
Test whether a static hero image or a looping animation/video captures more attention and drives conversions.
Example: A still banner of a smartwatch vs. a short clip showcasing its features in action.
Subtle animations increase engagement by drawing the eye to key selling points without overwhelming users. However, excessive motion can be distracting or slow down load times, so testing performance impact and user response is crucial for finding the right balance.
Test whether interactive comparison sliders improve engagement and help customers make better-informed decisions.
Example: Haircare brand Overtone uses a before-and-after image comparison to showcase hair color transformation, helping customers visualize the product’s effect. Allowing shoppers to interactively slide between before-and-after results makes the benefits feel more tangible and removes uncertainty. This is particularly useful for cosmetics, skincare, and home improvement products, where visual proof plays a key role in purchase decisions.
Your CTA (Call to Action) is one of the most critical elements on a landing page—it directly impacts engagement, conversions, and sales. Small changes in CTA design, wording, or placement can make a big difference in how users interact with your page. Testing different variations helps identify what drives the highest click-through rates and conversions. Let’s take a look at some examples:
Test whether a high-contrast CTA button drives more clicks than one that blends with the brand’s color scheme.
Example: Fragrance brand Snif uses a muted gold “Add to Cart” button that blends with its dark, luxurious theme instead of a high-contrast color like bright orange or green. A CTA button that stands out can grab attention and increase clicks, but an on-brand color may enhance the aesthetic and feel more cohesive. The right choice depends on whether clarity or brand consistency matters more for your audience.
Test whether a CTA above the fold (visible without scrolling) converts better than one placed after product details or testimonials.
Example: A “Buy Now” button at the top of the page vs. one placed below product descriptions and reviews.
Some shoppers want to act immediately, while others need more details before committing. Testing placement ensures your CTA meets the expectations of both types of customers.
Test whether first-person language (“Get My Free Trial”) drives more engagement than second-person phrasing (“Start Your Free Trial”).
Example: “Claim My Discount” vs. “Claim Your Discount.”
First-person CTAs create a stronger psychological connection, making users feel like they are personally taking action rather than being instructed.
Test whether urgency-based CTAs drive more conversions than generic ones.
Example: “Add to Cart” vs. “Add to Cart – Only 3 Left in Stock!”
The grooming brand Manscaped creates urgency by offering a limited-time exclusive deal above the CTA: “Exclusive Offer: Free Boxers + Toiletry Bag.” Adding urgency encourages faster decision-making by tapping into FOMO (fear of missing out). However, it should feel authentic and time-sensitive, rather than overly aggressive, to maintain credibility and trust.
Test whether a rounded button converts better than a square button, and whether larger or smaller buttons attract more clicks.
Example: A bold, oversized CTA button vs. a compact, minimalist button.
A larger button draws more attention, but an overly large one can feel intrusive on mobile devices. Shape and size should match the visual hierarchy of the page without being distracting.
Test whether a sticky CTA (one that stays visible while scrolling) converts better than a static CTA that disappears off-screen.
Example: A “Buy Now” button that remains fixed at the bottom of the screen vs. a CTA that requires users to scroll back up.
The beverage brand Olipop effectively uses a sticky “Add to Cart” button at the bottom of the page, ensuring the purchase option is always accessible. Sticky CTAs reduce friction, especially on mobile devices, keeping the action button in view as users explore product details. However, they should be subtle and non-intrusive, ensuring they enhance rather than disrupt the shopping experience.
Test whether adding an icon or short supporting text to your CTA improves engagement and trust.
Example: A cart icon next to “Add to Cart” vs. a plain text button.
The mattress brand Casper enhances its checkout CTA by adding a lock icon next to the “Checkout” button, reinforcing the security of the transaction. Small details like trust icons, payment reassurance (e.g., “0% APR with Affirm”), or delivery estimates can reduce hesitation, increase clarity, and improve conversion rates by addressing common purchase concerns at the decision-making moment.
Test whether a single-click CTA converts better than a multi-step CTA that guides users through the decision-making process.
Example: A “Subscribe & Save” button that leads directly to checkout vs. a step-by-step flow that lets customers customize their subscription.
A single-click CTA works best for impulse purchases or familiar products, minimizing distractions and shortening the path to conversion. However, a multi-step approach can reduce hesitation for complex or high-commitment purchases by providing additional details, customization options, or reassurance. Testing helps determine whether speed or guidance is more effective for your audience.
