Making Landing Pages Work with Multivariate Testing

by RubenCorbo · 21 comments

This is a guest post by Ruben Corbo

Online marketers understand the importance of creating and deploying optimized landing pages that are designed to convert.

These pages are the first thing that your potential customers will see when they visit your site, so it makes sense to make them as effective as possible so you can grab their attention and get their email addresses while you’re at it.

So what makes a landing page good and effective? What elements on the page can you do without? There’s no fixed formula when it comes to creating an effective landing page, because it all depends on what will work best with your target audience.

It’s Time to Do Testing

At this point, it’s time to consider running some tests, like A/B tests or multivariate tests. Both methods are similar in the sense that site visitors are shown two variations of a single website. They only differ in the number of elements that have been tweaked: A/B tests specify that only a single site component is to be change, while no specific number of elements is given for multivariate tests.

Multivariate testing is used to determine what types of tweaks and changes to introduce to websites and improve landing pages, email copies, and other types of marketing and advertising materials.

In general, it’s recommended that complex sites go for multivariate testing, while simpler web pages with fewer elements can go with A/B testing.

A/B Tests versus Multivariate Tests

You can choose to run one test or the other at the start to get a feel for both methods and determine which type would suit your purposes more. Since only one element can be changed in A/B tests, it will take a longer time to come up with an optimized landing page. However, the reason for any change in results can be easily identified with this method.

You won’t be able to do that with multivariate tests, although you will be able to implement more tweaks after each test to come up with an optimized landing page in a shorter amount of time.


What to Test for on Landing Pages

Virtually anything on your landing page can be tested. You can bring your team together so you can brainstorm the elements to run tests on. Here are some suggestions to help you get started:

Header – This is usually where the site logo, banners, and navigational menu are located. You can play around with the positioning of these three elements, as well as focus on the specifics of each when you’re done with that. For example, test out different logos that appeal to different demographics in your audience and see which one makes the biggest impression.

Banners – These can contain ads, site announcements, or links to special content. You can try out different types of banners, like those that are either purely images or contain a mix of both images and text.

Content – Once your design elements are fully optimized, it’s time to consider this component of your website that actually contains the meat of it: your content. Play around with different font faces, font sizes, and paragraph formatting. You can also try out different tones and writing styles before settling on the one that gives you the best feedback.

About RubenCorbo

Ruben Corbo is a freelance writer that writes about technology, gaming, music, and online marketing especially topics about A/B Testing and multivariable testing. Ruben is also an avid gamer and music composer for short films and other visual arts.

has written 1 superb article(s) on this blog