Landing page experiments including hero sections, form placement, and conversion flow optimization.
Across 162 landing page experiments, 38% resulted in a statistically significant win. Winning variants saw an average lift of +24.8%. Meanwhile, 21 tests underperformed the control with an average drop of -9.4%.
80 experiments were inconclusive, meaning the difference between control and variant was not statistically significant. Inconclusive results are still valuable — they tell you what doesn't move the needle, so you can focus testing effort elsewhere.
These results come from real A/B tests with sample sizes ranging from hundreds to millions of visitors. Use them to inform your own landing page testing strategy and avoid repeating experiments that have already been run.
Context: Visual emphasis on the general may not be drawing attention to the right elements — size, color, and contrast guide the eye.
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.
Context: The headline on the general may not resonate with what users actually care about or address their top objections.
Context: Users can't quickly find relevant products or content on the home landing, leading to frustration and early exits.
Context: Multi-step processes on the general can overwhelm users if they can't see how far along they are or how much is left.
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Context: Each additional form field adds friction to the general, increasing the chance users abandon before completing their submission.
Context: The registration experience on the general asks too much too soon, causing potential users to drop off.
Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.
Context: Multi-step processes on the general can overwhelm users if they can't see how far along they are or how much is left.
Context: The headline on the general may not resonate with what users actually care about or address their top objections.
Context: Users on the general need validation from others before committing — without visible proof of success, they hesitate.
Context: The headline on the general may not resonate with what users actually care about or address their top objections.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: Users can't quickly find relevant products or content on the landing page, leading to frustration and early exits.
Problem: Users on the landing page need validation from others before committing — without visible proof of success, they hesitate.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.
Context: How "Page updates" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Context: Visual emphasis on the general may not be drawing attention to the right elements — size, color, and contrast guide the eye.
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Context: Form input design on the general affects completion rates — label placement, validation timing, and field clarity all matter.
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: How "Weekends on command 24 ppc" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Context: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Problem: The primary call-to-action on the general isn't converting at its potential — design, copy, or placement may be the bottleneck.
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