How to A/B Test a Landing Page

A good A/B test answers a question; it does not merely create two versions.

Updated September 8, 2026

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Define the metric

Choose the conversion you are trying to improve and confirm it can be measured reliably.

Write the hypothesis

Explain what you believe is causing friction and why a specific change might improve the outcome.

Change something meaningful

Prioritize offer, headline, proof, friction, structure or CTA changes over tiny cosmetic tweaks unless you have evidence those details matter.

Read results cautiously

A result needs sufficient traffic and time to be informative. Do not stop a test the moment one variant is temporarily ahead.