Measuring A/B test results in a landing page context means evaluating how two (or more) versions of the landing page perform against each other based on specific user behavior metrics.
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What is A/B Testing in Landing Pages?
- A Version (Control): The original landing page.
- B Version (Variant): A modified version with one or more changes (e.g. headline, CTA button, image).
What “Measuring” Involves:
It means tracking and analyzing metrics to determine which version performs better. Here are the common steps and metrics:
✅ Key Metrics to Measure:
- Conversion Rate
% of visitors who complete a desired action (e.g. filling a form, clicking a CTA, making a purchase).
Formula:
pgsql
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Conversion Rate = (Conversions / Visitors) × 100
- Bounce Rate
% of visitors who leave the page without taking any action. - Click-Through Rate (CTR)
Especially important if testing different CTA buttons or links.
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CTR = (Clicks / Impressions) × 100
- Time on Page / Scroll Depth
Measures engagement—how long users stay or how far they scroll down. - Cost per Conversion (if running paid traffic)
Useful for ROI if using ads to drive traffic.
✅ How to Measure A/B Test Results:
- Split Traffic: Use an A/B testing tool (e.g. Google Optimize, Optimizely, VWO) to send half of your traffic to version A and the other half to version B.
- Run the Test for a Sufficient Sample Size: Don’t stop too early; you need statistical confidence (usually 95%+).
- Compare Results: Analyze the performance based on your key metric(s). For example:
- Version A: 12% conversion rate
- Version B: 16% conversion rate
→ Version B wins.
