Most companies are now advertising online and to stand out from the list, you need a website with a memorable user experience.

It goes without saying that you need to pay close attention to the landing page when developing your search engine optimization (SEO) strategy. A landing page is the first page to which a visitor to your site is directed.

Here's an important SEO guide for landing pages that will help you attract users.

What is an A / B test?

A / B testing is a marketing strategy that compares two similar versions of your landing page with a modified item in the variant.

Often A / B tests are confused with another SEO strategy called sharing test.

Unlike an A / B test, a split test is comparing two versions of your landing page that are completely different.

For example, if you are testing your A / B landing page, you may decide to change an aspect of the test version, such as a CTA button.

With split tests, you will compare two completely different versions of the landing page.

When you run a landing page AB experiment, you must have a basic control version of your landing page that does not change. This is the check-in page called version A.

You then need a second landing page, called version B, on which you make slight changes to a particular feature.

For each setting made on version B, you will compare with version A and analyze the results.

Why is the A / B test an essential part of a landing page's SEO strategy?

If you are not familiar with A / B testing, you might think that it sounds too complicated with vague benefits.

Nothing could be further from the truth.

Your SEO strategy has tangible benefits when you run A / B tests on your landing page. Here are a few.

Higher conversion rates

As a company, you may have done extensive research to understand the customers you serve.

Although such research is necessary, you still need to continue to study your customers' interactions with your website.

Running A / B tests on your landing page lets you know what features your customers are best at.

With this information in hand, you can design an effective landing page to increase the number of visitors who turn into buyers.

More commitment

Even though your wish as a company is to see every visitor follow your CTA and convert it, this is never the case.

When a visitor does not make a purchase, it does not mean that it does not benefit you.

Your landing page can be an essential point of interaction to spread your message. For example, a visitor who does not convert but who connects to your landing page will probably follow you on social media.

Running A / B tests will help you design a landing page that resonates with these visitors, so that they end up keeping you in mind even if they do not convert.

What to test

Running A / B tests can take a long time. You will tweak one item at a time and wait to see the results.

In general, you do not want to run multiple A / B tests at the same time because you need to receive actionable feedback per item.

For best results, you need to know what landing page items you need to test.

1. The title
Create a convincing title because it's the first thing your visitors will see.

A title describing a benefit or the combination of a problem and a solution will have great appeal.

Change the wording slightly to stick to the most effective ones, such as replacing a boring verb with an exciting verb.

2. The copy
Copying your landing page is as essential as the images and videos you'll use.

It relays your offer, transmits information about your company and helps the visitor to interact with your site.

Run A / B tests on your offer to determine which one resonates the most with your customers.

Just make sure you use methods that always offer the same offer to the same group of users.

For example, if you offer a bonus to group A while giving a gift to group B, you must make sure group A always has the same visitors. The same goes for group B.

3. Images and videos
Online users are interested in visual elements, such as images and videos, but that does not mean you have to use them.

Many landing pages work perfectly with minimal text and lots of space.

In light of this, one of the tests to be performed is to extract all videos and images from the landing page to gauge the answer.

You can then proceed to add them gradually as you watch the comments.

4. The call to action
Your CTA is where you sell the visitor on your offer. Since this is the focus of your presentation, you need to test several aspects to find the right combination.

Compare the copy, background and font color of your CTA, or even the size and style of the font, to determine what is best for your site.

5. Layout
The layout allows you to choose the positioning of all the elements of your landing page. You have to play with the way you organize the content to identify the most optimal layout.

Keep in mind that changes to your layout may seem simple, but have a significant impact.

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