Leadpages landing page templates are designed to give you exceptionally high conversion rates, straight out of the box. In fact, many of these templates convert so well because they’re the product of split tests we’ve either run ourselves or observed from leading marketers.
Now, you can run your own super-accurate split tests—including A/B tests and multivariate tests—on any Leadpages landing page.
When we launched the drag-and-drop landing page builder last year, we gave you ultimate creative freedom to expand and transform your pages.
With our new split testing tool, you now can combine that freedom with rock-solid, data-driven decisions.
This gives you the kind of data that settles arguments for good. The kind of data that lets you know—beyond a shadow of a doubt—that you’re improving your marketing assets every day.
We’re really eager to see how you’ll use this new split testing tool to optimize your conversion rates. Our legacy split tester helped Leadpages customers boost their conversion rates by as much as 198% …
… 388% …
… or even 465%.
And now it’s even better. Our engineers have totally rebuilt our split testing engine to ensure we’re tracking every pageview and conversion with pinpoint accuracy—in real time.
(Yes, this might be a little dangerous. Personally, I suspect I’ll find it hard not to check my dashboard every 20 minutes to see which page variation is getting more opt-ins.)
Starting a new split test is really easy, though of course we have a step-by-step Knowledge Base guide if you’d like a hand. Simply create a new test and choose your control—the opt-in page you want to beat.
Then, add a variation (or even several variations, if your pages are getting a lot of traffic). You can either duplicate your control page and make changes from there, or test an entirely different page.
Finally, decide how to distribute your traffic. A 50/50 split makes the most sense for most A/B tests. But if you’re especially nervous about an untested strategy cutting into your revenue, feel free to give that variation a little less traffic.
After that, you’re good to go. Start the test and watch the conversion data roll in.
If you’re ready to start testing, you’ll need a Pro or Advanced Leadpages account, both of which come with unlimited split testing. Click below to start your membership if you don’t have one yet:
Let’s take a closer look at the ins and outs of this new conversion-rate optimization tool, including a few questions you might have.
What Can I Split Test?
The short answer: everything! If you think it could impact your opt-in rate, you should probably test it. And if it fits on a landing page, you can.
Just for starters, you could split test …
- Copy styles (paragraphs or bullets? Casual and first-person or buttoned-up and third-person?)
- Background images
- Two entirely different templates
- A page that stick closely to the default template vs. one you heavily customized
- Background and button colors
- Call-to-action button copy
- Conversion boosters like countdown timers and progress bars
- A long-form page vs. a short-form page
- Different kinds of social proof elements
- Different sales videos
- Different kinds of opt-in forms (two-step or embedded)
- Whole different offers
- Different slogans or positioning you’d like to test out
… and much, much more. (One note: right now, the new split testing tool records a conversion when a form on the page is submitted, so you’ll want to focus on opt-in pages to start.)
No need to sign up for special split testing software. Just hop into Leadpages and discover what you need to know to convert more customers.
What Can I Do to Get the Best Split Test Results?
Although every Pro and Advanced Leadpages member gets unlimited split testing, you probably don’t have unlimited time to run split tests. Here are a few tips for deciding where to focus.
1. Don’t just test changes—test ideas. The best split tests don’t merely tell you which of two pages converts better. They give you insights that you can apply to every landing page or campaign you create in the future.
So before every test, think to yourself: what’s the larger lesson I can learn from this? If you keep a log of split tests, jot down the big-picture concept you’re testing.
Then, once a winner is clear, think about where else you can apply that insight. For instance, if a headline that focuses on a low cost wins out over a headline that calls out high value, you’ll probably want to adjust how you frame your pricing everywhere else on your site.
In the very best cases, your split tests can even produce the kind of insights that get you 10x results when you apply them throughout your marketing.
2. Keep everything you aren’t testing under control. You choose a control page. You duplicate it to create a variation. And then you start editing up a storm. New background photo, new colors, new copy, an extra page section or two …
What’s wrong with that approach? Well, unless all those changes are part of some larger strategy you can articulate, your split test results aren’t going to tell you much about what works for your audience. If your variation performs better, it might be the new background … or the copy … or the countdown timer you added … You just don’t know what caused the increase.
If you know you’re going to be using a landing page for months and months to come, it might make sense to simply try to beat the control by making a bunch of potential improvements. But even then—wouldn’t you rather get a better conversion rate and more knowledge about what your audience likes by testing one concept at a time?
3. Test your highest-traffic landing pages first. If you have a smaller website, it may take time to collect enough views and opt-ins to see a distinct split test winner. For the biggest gains, split test pages you know will be getting lots of visitors.
Then, share your link to the control page everywhere to get as many views as possible. Our split testing engine will then decide which variation each visitor sees for statistically sound results.
4. Avoid the temptation to call a test too early. Why does it take time and traffic to get good split test results?
Because the fewer visitors and conversions you have, the likelier it is that you’re seeing the results of chance, and not a true difference in your audience’s preference.
For instance, it’s easy to flip a coin twice and get heads both times. But that early data definitely doesn’t mean that 100% of your coin tosses will land on heads.
Version 1 of the new Leadpages split testing tool doesn’t include confidence or significance data yet (more on that below), but it’s pretty easy to calculate how solid your results are via free calculators. This significance calculator from Kissmetrics offers one easy way to see how confident you should be, and how much longer you might want to wait to stop the test.
You want to see confidence levels of 95% or higher here, as a rule. So go ahead and let it run. If your traffic tends to fluctuate over the course of a week—becoming heavier on weekdays than weekends, or vice versa—having a longer test window also makes sure your results aren’t skewed by the time frame you choose.
Are You Going to Add More Split Testing Features?
Our engineers wanted to get this new split testing tool into your hands as soon as they could be certain it’d get you great results. Right now, our new split tester gives you all the essentials—but we’re not going to stop there.
In the next few months, you can expect to see updates including:
- Split testing for drag-and-drop Leadboxes: Soon, you’ll be able to run all the same kinds of split tests on your Leadbox opt-in forms and popups (even if they’re published outside of Leadpages).
- Timeline view of conversion data: In a forthcoming interface update, you’ll be able to see how your pageviews, conversions, and conversion rates have changed over time, compared to how they’re performing right now.
- Confidence data: Eventually, your dashboard will tell you how statistically confident we are that your leading variation is actually winning (and not just pulling ahead due to random fluctuation).
Is there something else you’d like to see us add to the new split testing tool? Tell our product team by adding a suggestion to the Leadpages Ideas Portal.
How Do I Start Split Testing (and Optimizing My Marketing)?
All it takes is a Leadpages Pro or Advanced account. Click below to unlock unlimited split testing, or, if you’re already a member, upgrade inside your account.
From there, your first split test is just a few clicks away.
If you need any help, our step-by-step Knowledge Base guide and our support team are waiting for you.
Go ahead and start testing your way toward more conversions, more leads, and more revenue.
Any questions for us about this new split testing tool—or about running a split test in general? Drop them in the comments to get answers.