MECHANYSM | Digital Marketing Agency in London

12 Essential Tests to Run When Optimising Landing Pages

landing page testing
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When it comes to creating effective landing pages, there’s no better way to ensure success than by testing and optimising your approach. Landing page testing allows you to identify what works and what doesn’t, giving you the opportunity to refine your strategy and boost your conversion rates.

In this article, we’ll explore the 12 essential tests you need to run when optimising your landing pages. From headlines and call-to-action buttons to page design and load speed, we’ll cover everything you need to know to make the most of your website’s potential.

Key Takeaways

  • Landing page testing is essential for optimisation and improving website performance
  • Running split tests can help identify the most effective elements of your landing pages
  • Key areas for testing include headlines, call-to-action buttons, page layout and design, and target audience personalisation

Test 1: Headline

When it comes to landing page testing, split testing your headline is critical. We’ve found that a compelling headline can make or break a visitor’s engagement and determine if they stay on your site or leave.

By testing different headline variations, we can measure their impact on conversion rates. Some of the factors we consider include word choice, tone, and length. For example, we might test a short and snappy headline against a longer and more descriptive one to see which performs better.

Keep in mind that while the headline is important, it’s not the only element of your landing page that matters. We recommend conducting multiple tests for each element and analysing the results to determine the best overall combination.

Test 2: Call-to-Action Button

A key element in landing page testing is the call-to-action (CTA) button. We want to ensure the button is noticeable, prominent, and clear in its message. Split testing can provide valuable insights into identifying the most effective CTA button design.

Colour is an essential factor to consider when testing the CTA button. Experiment with different colours, including contrasting colours, to attract user attention. Red, orange, and green are popular colour choices for CTAs, but ensure the colour is consistent with your brand’s colour scheme.

Text is another crucial factor in the CTA button design. The text must be concise and straightforward while remaining in line with the user’s intent and expectations. Experiment with variations of text, including action-oriented phrases such as ‘Buy now’ or ‘Sign up today.’

The placement of the CTA button can also affect its effectiveness. The button should be in a prominent position, typically in the top right corner or below the fold, where users can easily find it. Placing the CTA button in a cluttered or unexpected position can lead to confusion and decreased conversions.

Split testing is an effective method to test CTA button variations for landing pages. We can test multiple variations of the CTA button and measure conversion rates for each variation. Continue to test different CTA designs until we identify the most effective design, helping to boost engagement and improve conversion rates.

Test 3: Form Length and Fields

When it comes to landing page testing, one of the most crucial elements to examine is the length and complexity of your forms. Visitors are often put off by long, complicated forms, which can lower conversion rates and increase bounce rates.

Optimisation of form length and fields is a balancing act between collecting enough information to qualify leads and ensuring a frictionless user experience. Generally, we suggest keeping the number of form fields to a minimum, ideally no more than three or four.

Element Optimisation
Form Length We recommend testing various form lengths, from one to multiple pages. Split-test your forms to determine the optimal length for your target audience.
Form Fields We suggest testing different field types and variations, such as dropdowns, checkboxes, and radio buttons. Remove unnecessary fields and consider using progressive profiling techniques to collect additional information over time.
Form Placement Consider testing the placement of your form on the landing page. Above-the-fold placement is widely accepted as the optimal position, but you may also want to try placing the form at the bottom of the page or in a popup.

By testing form length and fields, you can optimise your forms for higher conversions without risking user frustration.

Test 4: Visual Elements

Visual elements can significantly enhance the appeal of your landing pages and increase engagement with your visitors. At times, a single image can convey more than a thousand words. However, it is essential to ensure that visual elements match your brand identity and message and that they resonate with your target audience.

Split testing is a popular method to test the impact of different images, videos, and graphics on your landing pages. By running A/B tests with different visuals, you can determine if a particular image or video placement increases the conversion rate. For example, you can test the conversion rate of the landing page with a hero image on the left of the page against the one where the hero image is on the right. This will help you identify the best placement for images or videos on your page.

Another aspect to consider is the image quality and resolution. The images on your landing page should be visually appealing, and visitors should not struggle to load them. Poor-quality images can hurt your landing page’s credibility and significantly decrease user engagement.

Test 5: Social Proof

Social proof is a powerful tool that can help to establish credibility with your target audience and drive conversions. By showcasing positive feedback, testimonials, and reviews, you can create a sense of trust and reliability, which can encourage your visitors to take action.

There are many different types of social proof that you can leverage to optimise your landing pages. These may include:

  • Customer reviews and ratings
  • Certifications and awards
  • Number of subscribers or social media followers
  • Credible endorsements by influencers

When implementing social proof, it is important to test different variations to identify the most effective messaging. For instance, you may want to experiment with the placement and formatting of reviews and ratings, as well as the types of social proof that you display.

By using landing page testing and optimisation techniques, you can identify the social proof that resonates most with your target audience and use it to drive conversions. Remember to continuously monitor and refine your social proof strategy to stay ahead of the competition.

Test 7: Page Layout and Design

The layout and design of your landing page play a crucial role in ensuring a seamless user experience that leads to conversions. Our split-testing techniques have revealed that certain design features can greatly enhance the effectiveness of your landing pages.

Feature Importance
Readability High
Mobile Responsiveness High
Whitespace High
Colour Scheme Medium
Navigation Low

Readability is a top priority for landing page design. We recommend using clear, legible fonts over a clean background, as this enhances user comprehension and reduces bounce rates. As mobile browsing continues to rise, mobile responsiveness is a must-have feature that can make or break user experience. Finally, whitespace can be used strategically to draw attention to key elements of the page, such as the call-to-action button.

A colour scheme is a medium-priority feature that can affect user engagement. We suggest conducting split tests to determine the most effective colour variations for your landing pages. Navigation, on the other hand, is a low-priority feature that should not detract from the main goal of the page – converting visitors into customers.

By incorporating these design best practices into your landing page testing strategies, you can improve user experience and drive higher conversion rates. Let’s discuss the next crucial test for optimising your landing pages – Trust Elements.

Test 7: Page Layout and Design

Our landing page’s layout and design play a significant role in user engagement and, ultimately, conversion rates. The layout must be visually appealing, easy to navigate, and mobile-responsive to meet today’s browsing demands.

Split testing different variations of your landing page’s design elements, such as colour schemes, typography, and placement of images, can help you identify the optimal layout and design for your target audience.

When designing your landing page, it’s vital to keep it clean and uncluttered. Use whitespace to create a visual hierarchy and direct your visitors’ attention to the crucial elements of your page. The placement of your form and call-to-action button is also a critical factor to consider and test.

It’s essential that your landing page is easily understandable and readable. Avoid using small font sizes or fonts that might be challenging to read. The fonts you use should also match your brand and website to maintain consistency.

Design Element Split Testing Variables
Colour Scheme Different colour combinations, contrast ratios, and schemes
Typography Font family, size, and spacing
Whitespace Amount of whitespace, placement, and size of elements
Form and CTA Button Placement Above the fold, below the fold, and sidebar placement

Keep in mind that your landing page’s design should align with your brand and website’s overall aesthetic. A cohesive visual identity conveys trustworthiness and professionalism to your visitors.

In conclusion, split testing various design elements of your landing page can help you identify the optimal layout and design for your target audience. Keep your landing page clean, visually appealing, and mobile-responsive, and ensure all fonts and designs match your brand and website’s overall aesthetic. By doing so, you can improve user engagement and ultimately drive higher conversion rates.

Test 8: Trust Elements

As we discussed earlier, building trust with your visitors is crucial to improving conversion rates. Trust elements such as security badges, privacy statements, and customer testimonials can greatly enhance your website’s credibility.

In fact, research has shown that including trust badges on your landing page can lead to a 32% increase in conversions. Adding customer reviews and ratings to your product pages can also increase sales by up to 18%.

When optimising your landing pages, consider including trust elements that are relevant to your industry and audience. For example, an e-commerce website may benefit from displaying security badges from trusted payment partners, while a healthcare company may include certifications from industry associations.

Another effective strategy is to highlight customer success stories and reviews as social proof. This can create a sense of community and trust among your visitors, and encourage them to take action.

Overall, incorporating trust elements into your landing pages can significantly improve user trust and drive higher conversions. It’s important to test and refine these elements to find the optimal combination for your audience and industry.

Test 9: Page Load Speed

Page load speed is a critical factor in ensuring that visitors remain engaged on your landing page. A slow website can lead to increased bounce rates and decreased conversion rates, impacting your overall website performance. Therefore, we highly recommend conducting split testing to optimise your website’s page load speed.

One way to improve page load speed is by minimising image sizes and compressing them. This can be done using image editing software or by utilising online tools. Another way is to prioritise loading above-the-fold content first while delaying the loading of below-the-fold content. This gives visitors a faster initial experience while still allowing the page to fully load.

Split Testing Strategy Expected Results
Comparing different image sizes and compression rates Determine the smallest size and best compression for images that still maintain quality
Testing above-the-fold content load speed and prioritisation Expect higher engagement and lower bounce rates

After conducting these tests, it is essential to analyse the data and make changes accordingly. Even minor improvements in page load speed can have significant impacts on your website’s performance and conversion rates. Consider making page load speed a priority for your website and ensure that it remains optimised for your visitors.

Test 10: Target Audience and Personalisation

In today’s online landscape, it’s essential to target specific audiences with personalised messaging that resonates with their needs. By segmenting your audience and creating landing pages tailored to their interests, you can significantly improve your conversion rates.

There are many ways to personalise your landing pages, from incorporating dynamic content that changes based on the user’s location or past behaviour to creating targeted messaging that speaks directly to their pain points. By analysing your audience’s demographics and behaviour, you can gain valuable insights into their motivations and preferences, allowing you to create more effective landing pages that drive higher engagement and conversions.

The Importance of Audience Segmentation

One of the most critical elements of personalisation is audience segmentation, which involves dividing your audience into distinct groups based on their characteristics and behaviours. By creating landing pages that cater to each segment’s unique needs and interests, you can increase the relevance of your messaging and make a stronger connection with your visitors.

Some common ways to segment your audience include demographics, such as age, gender, and location, as well as behavioural indicators, such as past purchases or website interactions. By using a combination of these factors, you can create highly targeted landing pages that speak directly to your audience’s needs and desires.

Testing Personalisation Strategies

Personalisation can take many forms, from customising the messaging to using dynamic content that adapts to the user’s behaviour. However, not all personalisation strategies are created equal, and it’s essential to test different approaches to find the most effective methods for your audience.

One effective approach is to use A/B testing to compare different versions of your landing pages that are tailored to different segments. By measuring the performance of each variation, you can identify the most effective personalisation strategies and refine your approach over time.


Personalisation is a powerful tool for optimising your landing pages and driving higher conversions. By segmenting your audience and tailoring your messaging to their needs, you can create more effective landing pages that resonate with your visitors and drive higher engagement. As with all optimisation strategies, it’s essential to test and refine your approach continually and analyse the results to ensure maximum effectiveness.


As we’ve seen, landing page testing is essential for optimising website performance and driving higher conversions. By implementing the 12 essential tests we’ve discussed, you can significantly improve the effectiveness of your landing pages.

Remember to continuously test and refine your landing pages to stay ahead in the competitive online landscape. By regularly analysing the results of your tests and making data-driven decisions, you can create landing pages that are tailored to your target audience and highly effective at converting visitors into customers.

Whether it’s testing your headlines, call-to-action buttons, form length and fields, visual elements, social proof, value proposition, page layout and design, trust elements, page load speed, target audience and personalisation, each test is a valuable opportunity to enhance your landing pages for maximum impact.

We hope you’ve found these tips useful and wish you all the best for your landing page testing and optimisation efforts.


Q: What is landing page testing?

A: Landing page testing involves conducting experiments and analysing data to improve the performance of your website’s landing pages.

Q: Why is landing page testing important?

A: Landing page testing is important because it allows you to identify and optimise elements that can significantly impact user engagement and conversion rates.

Q: How many tests should I run for my landing pages?

A: The number of tests you should run can vary depending on your goals and resources. It’s recommended to start with the 12 essential tests mentioned in this article and then continue testing based on the specific needs of your landing pages.

Q: How long should I run a test for?

A: The duration of a test can vary, but it’s generally recommended to run each test for at least a few weeks to gather enough data and ensure statistical significance.

Q: What tools can I use for landing page testing?

A: There are many tools available for landing page testing, such as Google Optimize, Optimizely, and Unbounce. You can choose a tool based on your budget, technical requirements, and specific testing needs.

Q: How do I analyse the results of landing page tests?

A: To analyse the results of your landing page tests, you can use various metrics like conversion rates, bounce rates, time on page, and click-through rates. Compare the performance of different variations and identify the ones that yield the best results.

Q: How often should I test my landing pages?

A: Landing page testing should be an ongoing process. It’s recommended to regularly test and optimise your landing pages to keep up with changing user preferences and market trends.

Q: Can I test multiple elements at the same time?

A: It’s generally best to test one element at a time to accurately assess its impact on conversion rates. However, you can also conduct multivariate testing to analyse the combined effect of multiple elements.

Q: Should I test my landing pages on different devices?

A: Yes, it’s important to test your landing pages on different devices, including desktops, laptops, tablets, and mobile phones. This ensures optimal user experience and conversion rates across all devices.

Q: How can I get started with landing page testing?

A: To get started with landing page testing, follow the 12 essential tests mentioned in this article. Implement the suggested changes, monitor the results, and continuously refine your landing pages based on data-driven insights.

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