Small landing page changes can have huge impacts. A better headline, a clearer CTA, or a different layout can double your conversion rate—or cut it in half.
The key is testing systematically. Here are 10 high-impact A/B tests you can run on your landing page today.
Why Small Tests Compound
Before we dive in, remember: landing page optimization isn't about one big win. It's about making small improvements that compound over time. Test one variable at a time, measure the results, and keep iterating.
10 High-Impact Landing Page Tests
1. Headline Clarity vs. Benefit
What to change: Test a descriptive headline ("Design A/B Testing Platform") against a benefit-focused one ("Get Real Feedback, Not Opinions").
Why it matters: Your headline is the first thing visitors see. It determines whether they keep reading or bounce.
What success looks like: More time on page, higher scroll rate, more clicks to your CTA.
2. CTA Button Text
What to change: Test generic text ("Get Started") against specific action text ("Create Your First Test") or value-focused text ("Start Testing Free").
Why it matters: Button text sets expectations. Generic text doesn't tell users what happens next.
What success looks like: Higher click-through rate on the CTA button.
3. CTA Button Color
What to change: Test your primary brand color against a high-contrast color (e.g., orange or green against a white background).
Why it matters: Color affects visibility and perceived importance. A bright, contrasting button stands out more.
What success looks like: More clicks, especially on mobile where screen space is limited.
4. Hero Image vs. No Image
What to change: Test a hero image or illustration against a text-only hero section.
Why it matters: Images can add visual interest, but they can also distract from your message. Sometimes less is more.
What success looks like: Higher engagement with your primary message and CTA.
5. Social Proof Placement
What to change: Test testimonials or user counts at the top of the page versus at the bottom, or test different testimonial formats (quote vs. logo grid).
Why it matters: Social proof builds trust, but placement matters. Too early can feel pushy; too late can miss the opportunity.
What success looks like: Higher conversion rate, especially for first-time visitors.
6. Pricing Display
What to change: Test showing pricing upfront versus requiring a click to see prices, or test different pricing formats (monthly vs. annual).
Why it matters: Pricing transparency affects trust. Some audiences want to see prices immediately; others prefer to learn more first.
What success looks like: More qualified leads, higher conversion rate from visitors who see pricing.
7. Feature List Length
What to change: Test a short list (3-5 features) against a comprehensive list (10+ features).
Why it matters: Too many features can overwhelm; too few can feel incomplete. The right balance depends on your audience.
What success looks like: Higher engagement with feature sections, more time on page.
8. Form Length
What to change: Test a short form (email only) against a longer form (email + name + company).
Why it matters: Shorter forms convert better, but longer forms give you more qualified leads. The trade-off depends on your goals.
What success looks like: More form submissions (short form) or higher-quality leads (long form).
9. Trust Indicators
What to change: Test different trust indicators: security badges, customer logos, press mentions, or guarantees.
Why it matters: Trust indicators reduce friction, especially for new visitors who don't know your brand.
What success looks like: Higher conversion rate, especially for visitors coming from paid ads or cold traffic.
10. Mobile Layout
What to change: Test a single-column mobile layout against a two-column layout, or test different spacing and font sizes.
Why it matters: Mobile traffic often converts differently than desktop. Small layout changes can have big impacts on mobile.
What success looks like: Higher mobile conversion rate, lower mobile bounce rate.
Turn Any of These Into a DesignPick Test
Each of these tests starts with a design decision: which headline, which CTA, which layout? Instead of guessing, create a DesignPick test.
Upload both versions side-by-side, share with the design community, and get real votes on which one works better. You'll have results in hours, not weeks.
The Bottom Line
Landing page optimization is about testing systematically. Pick one variable, test it, measure the results, and iterate. These 10 tests are a great starting point—but the real value comes from building a habit of continuous testing.