How to Set Up a Split Test for Two Landing Page Designs

A split test between two landing page designs compares how real visitors respond to different versions of the same page. By changing one controlled element, such as the headline, form layout or call to action, you can identify which design produces more qualified leads or sales.

For Australian small and medium-sized businesses, this process can turn existing website traffic into better results without requiring a complete rebuild. Whether your customers are in Sydney, Melbourne, Brisbane or spread across regional areas, a structured experiment provides evidence for design decisions and supports sustainable conversion growth.

Define The Conversion Goal

Start with one primary objective. This might be a completed enquiry form, a booked consultation, a phone call, an online purchase or a download. The goal should reflect business value rather than a superficial metric such as time on page.

A Melbourne accountant may prioritise consultation bookings, while an ecommerce business in Perth may measure completed checkouts. A clear conversion event makes the winning version easier to identify and prevents several competing outcomes from confusing the analysis.

Record the current conversion rate before making changes. Also note traffic sources, device types, location and campaign details. Visitors arriving from Google Ads may behave differently from people clicking an email, so the test should compare like with like wherever possible.

Build Two Focused Variants

Create a control version based on the current page and one alternative version. Keep the offer, audience, traffic source and testing period consistent. Change one significant variable at a time if you want to understand cause and effect.

Useful test variables include the value proposition, hero image, button wording, testimonial placement, form length and page structure. For example, Version A might use a short form above the fold, while Version B places customer proof beside a longer form. Avoid changing every element simultaneously because a result will be difficult to interpret.

Make both pages fast, accessible and easy to use on mobile. Australian users often browse while commuting or between appointments, and a slow page can distort the results. Check responsive layouts across common screen sizes, particularly if paid traffic is sending visitors to the experiment.

Configure Tracking And Traffic

Use an analytics platform or testing tool that can split visitors randomly and assign each person to one version. The allocation should remain stable during the visit, so users do not see different designs each time they return.

Set up event tracking for the main conversion and supporting actions, including button clicks, form starts, form errors and phone-link taps. Connect the experiment to your CRM or lead-management system so you can assess lead quality, not simply volume.

Test Component Version A Version B
Headline Direct benefit Problem-focused benefit
Form Four essential fields Six qualifying fields
Social proof Customer review below form Review beside form
Call to action Request a Quote Get My Free Estimate
Primary measure Completed enquiries Completed enquiries
Secondary measure Qualified leads Qualified leads

If voice-led searches contribute to your traffic, align the landing page with the language people use when speaking to a device. This guidance on optimising for voice search can help connect search intent with clearer page copy.

Run The Experiment Properly

Allow the test to collect enough visitors and conversions before choosing a winner. Stopping after a few days because one design is ahead can create a false result, especially for businesses with modest traffic or strong weekday fluctuations.

Run both versions at the same time where possible. Seasonal factors such as end-of-financial-year purchasing, school holidays or a short-term promotion can affect Australian buying behaviour. If a campaign targets several time zones, consider whether Sydney, Brisbane and Perth audiences are receiving comparable follow-up support.

Keep advertising creative consistent with the landing page promise. If an ad says “same-day air conditioning repair” but the page discusses general services, the design may appear weak when the real issue is message mismatch.

Read The Results With Context

Compare conversion rates, conversion counts and lead quality. A page with a higher form completion rate may generate fewer sales if it attracts poor-fit enquiries. Review sales outcomes, average order value and booked appointments when the customer journey allows it.

Segment the findings by device, location, traffic source and audience type, but avoid creating so many segments that random variation looks meaningful. A design that performs well on mobile in Brisbane may not have the same effect for desktop visitors in Adelaide.

Consider practical business constraints before rollout. A shorter form may increase submissions but leave staff with insufficient information, while a more detailed page may improve customer confidence for high-value services. The best version balances user experience with the commercial requirements of the business.

Apply The Learning Responsibly

When the evidence is strong, implement the better design or continue testing a related element. Keep a record of the hypothesis, audience, dates, traffic split, results and decision. This creates a useful history for future campaigns and reduces repeated guesswork.

Landing page testing works best as an ongoing optimisation process rather than a single redesign project. Insights from one experiment can inform email campaigns, search ads, web copy and video creative. For businesses working with limited budgets, a clear testing plan helps prioritise changes that can produce measurable commercial gains.

Video can also support the same conversion journey when prospects need to understand a service before enquiring. A practical guide to budget-friendly video campaigns can help businesses extend the winning landing page message across additional channels.