A/B Testing Your Landing Pages For Better PPC Performance

What is A/B testing? 

A/B testing, also known as split testing, is a method of comparing two versions of a webpage to determine which one performs better. In the context of PPC, this involves creating two different versions of a landing page and dividing the traffic between them to see which version provides higher conversions. 

Why A/B testing matters for PPC performance 

1. Improved conversion rates 

A/B testing allows you to identify which elements of your landing page are most effective at driving conversions. By optimising these elements, you can significantly boost your PPC performance. Remember when testing different elements of your page not to change too many things at a time. We always recommend changing one or two elements at a time, monitoring performance and then making further changes. If you make too many changes at once, you won’t know what had the most significant impact! 

2. Enhanced user experience 

A well-optimised landing page provides a better user experience, which can reduce bounce rates and increase the time users spend on your site. A/B testing helps you identify and fix issues that may be causing users to leave your site prematurely. For the best user experience, check site speed and CTAs and make sure your page isn’t too busy. 

3. Cost efficiency 

By improving your conversion rates, A/B testing can help you get more from your PPC budget. Higher conversion rates mean you get more leads or sales for the same amount of ad spend, ultimately lowering your cost per acquisition (CPA). 

How to implement A/B testing for your PPC landing pages

Step one: Define your goals 

Before you start A/B testing, it’s essential to define your business and marketing goals. What do you want to achieve? Common goals include: 

• Increasing conversion rates 
• Reducing bounce rates 
• Improving user engagement 

Step two: Identify elements to test 

Identify which elements of your landing page you want to test. Common elements include: 

• Headlines: Test different headlines to see which one captures attention and encourages visitors to stay on the page. 
• Call to action (CTA): Experiment with different CTA text, buttons, and placements to find the elements that drive the most conversions.
• Images and videos: Test various images or videos to see which ones resonate best with your audience.
• Forms: Test different form lengths, fields, and designs to determine which one provides the highest completion rates. 

Step three: Create variations 

Create two versions of your landing page: the original (control) and the modified version (variation). Make sure you only change one element at a time to accurately determine its impact on performance. 

Step four: Split traffic and run the test

Use A/B testing software to randomly split your traffic between the two versions of your landing page. Tools such as Optimizely, and Unbounce can help you set up and manage your tests.  

Step five: Analyse results 

Once you’ve collected enough data, analyse the results to determine which version performed better. Look at metrics such as conversion rate, bounce rate, and average time on page to make an informed decision. 

Step six: Implement changes 

If the variation performs better, implement the changes on your landing page. Continue testing other elements to further optimise your page and enhance your PPC performance. 

Key takeaways 

A/B testing your landing pages is a proven method for enhancing your PPC performance. By systematically testing and optimising different elements, you can improve conversion rates, enhance user experience, and maximise your ad spend. 

How can Logica Digital help? 

A/B testing is a powerful tool for improving your PPC performance, but it requires time, expertise and resources to do it effectively. 

At Logica Digital, we specialise in helping businesses of all sizes optimise their PPC campaigns through comprehensive audits and tailored strategies. 

To get started we’re offering a free digital marketing audit to evaluate your PPC campaigns and overall strategy. Our audit will provide insights into your ad performance, landing page effectiveness, and areas where you can make impactful changes. Don’t let underperforming landing pages hold your business back - let us help you achieve better results.