Definition of Landing Page Variants

Landing page variants, also known as A/B testing or split testing, refer to multiple versions of a landing page created for the purpose of testing and comparing their effectiveness. These variants typically have alterations in design, content, calls-to-action, or other elements. The main goal of using landing page variants is to identify which version results in the highest conversion rates, ultimately optimizing the digital marketing strategy.


The phonetics of the keyword “Landing Page Variants” are:Landing: /ˈlændɪŋ/Page: /peɪdʒ/Variants: /ˈvɛriənts/

Key Takeaways

  1. Landing page variants help improve conversion rates by testing different designs and elements to find the most effective version.
  2. Creating a good landing page variant requires optimizing the headline, call-to-action, and layout to match the target audience’s preferences.
  3. Running A/B testing or multivariate testing on landing page variants helps gather data and insights on user behavior, allowing for data-driven optimization of the landing page.

Importance of Landing Page Variants

Landing page variants are essential components of digital marketing, as they facilitate the process of A/B testing or split testing to optimize performance and conversion rates.

By creating multiple versions of a landing page with varying designs, headlines, call-to-actions, or other elements, marketers can gather data on visitor behavior and preferences, allowing them to make informed decisions on which landing page performs best.

This data-driven approach ultimately helps businesses to refine their messaging and user experience, leading to higher conversion rates and increased return on investment (ROI). The insights gained from testing landing page variants can also inform and improve other digital marketing strategies, leading to holistic growth and success in the online market.


Landing page variants play a crucial role in the world of digital marketing, allowing marketers to optimize their online presence and achieve the desired results. At their core, these variants are alternative versions of landing pages, each designed with distinct elements and layouts to compare their performances and identify which one is the most effective.

While landing pages serve as the gateway to product promotions, lead generation, or sales, landing page variants help refine and tailor these offerings to cater to different audiences or campaigns. This customization ensures that visitors have a seamless experience that aligns well with their interests, leading to higher conversion rates.

The primary purpose of landing page variants is to facilitate A/B testing, which is a valuable technique used in digital marketing for optimizing the effectiveness of these pages. By comparing multiple versions of landing pages, marketers can make data-driven decisions, identifying which layout, design or content approach works best for specific target audiences.

For instance, one variant might feature a different headline, color scheme, or call-to-action style from another, revealing which one receives the most engagement or conversions. Ultimately, the use of landing page variants allows marketers to fine-tune their strategies continually, thus reaping the benefits of improved performance, reduced bounce rates, and higher return on investment (ROI).

Examples of Landing Page Variants

E-commerce Product Promotion: An online clothing store wants to test out different landing page variants to drive sales for a newly launched collection of summer dresses. They create two variations of the landing page. The first variant showcases images of the dresses being worn by models with various body types, while the second variant highlights a promotional offer of a discount on the dresses and a limited-time free shipping option. By analyzing the conversion rates of both variants, the store can determine which variant is more effective in encouraging customers to make a purchase.

Software Product Launch: A tech company has developed a new project management tool and wants to optimize their landing page to increase sign-ups for a free trial. The first landing page variant focuses on demonstrating the key features and benefits of the software using testimonials from satisfied customers, while the second variant relies on detailed video tutorials to show how easy it is to use the software. By monitoring the sign-up rates on each variant, the tech company can evaluate which landing page better appeals to potential customers and generates more sign-ups.

Nonprofit Donation Campaign: A nonprofit organization looking to raise funds for a new initiative decides to test two landing page variants to increase the amount of donations. The first variant tells a compelling personal story of an individual who has benefitted from the organization’s work, and the second variant uses statistics and infographics to emphasize the scale of the problem the organization is aiming to address and the impact of their programs. By splitting traffic between both variants and tracking donation rates, the nonprofit can identify which type of landing page is more effective in encouraging supporters to donate.

Landing Page Variants FAQ

What are landing page variants?

Landing page variants are different versions of a landing page that are created with the purpose of testing and optimizing the performance of a webpage. They may include variations in the design, layout, call-to-action, copy, images, or other elements in order to determine which version performs the best.

Why use landing page variants?

Using landing page variants allows you to test different elements on your page to identify which performs best, ultimately leading to improved conversion rates, lower bounce rates, and increased user engagement. This data-driven approach enables you to make more informed decisions when optimizing your landing pages.

How do I create landing page variants?

To create landing page variants, first determine which elements on your landing page you want to test, such as the headline, imagery, or call-to-action. Next, use a dedicated landing page builder or a platform with A/B testing functionality to create multiple versions of your page with the desired changes. Once the variants are ready, you’ll need to set up a testing framework to track and compare the performance of each version.

How long should I run a test with landing page variants?

The duration of a test with landing page variants depends on the amount of traffic your landing page receives and the desired confidence level of the results. Generally, you should aim for at least a week or two of testing with a sufficient number of visitors, although the exact time frame may vary based on your specific needs and objectives.

How many landing page variants should I test at once?

The ideal number of landing page variants to test at once depends on the traffic volume your landing page receives and your testing objectives. As a general rule, testing 2-4 variants at a time can be sufficient to gather meaningful insights without overwhelming your site’s resources. However, note that testing too many variants concurrently may dilute your data and make it harder to draw statistically significant conclusions.

Related Digital Marketing Terms

  • A/B Testing
  • Conversion Rate Optimization
  • Call-to-Action (CTA) Buttons
  • Page Headlines
  • Lead Capture Forms

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