Written by James Scherer
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17 Landing Page Examples Reviewed with A/B Testing Ideas

If I could, I would take a look at each and every one of your landing pages and help you to optimize it for the conversion you want. Unfortunately, I’m just one man and I already don't sleep enough.

What I can do is take 17 landing page examples from around the web (as representative as I can find), break them all down and give my recommendations for how they could improve.

That’s this article.

This monster post is broken up into two parts: SaaS & B2B landing page example and B2C landing page example.

I’ll be giving a few examples for click-through landing pages and a few for lead-generation landing pages (for both sectors).

I'll also be giving you some bonus real-world case studies and back every one of my A/B testing recommendations with an example.

If you’re only interested in landing pages related to your type of business…

Good to go? Let’s get started!



SaaS & B2B Click-through Landing Page Examples


#1. Gummicube



landing page examples

Breaking this landing page example down:

Gummicube offers SEO for apps, improving app distribution by increasing Search Ranking within an App Store…

  • Gummicube’s market is a very niche one, and one unlikely to be needed by anybody who doesn’t know it exists. That’s why it’s interesting they’ve chosen to do so much education-based content on this click-through landing page.
  • It’s a relatively simplistic (though not bad) page. Many of the visual elements feel a bit amateur, and look like they were made in Google Drawing.


Landing Page A/B Test Recommendation:

  • Add an expand chevron for the “Key ASO Factors” as this section feels overlong and somewhat unnecessary for a simple click-through page.
  • Change the formatting for the two benefit points in the “Content Optimization” section as they look exactly like buttons (but aren’t). It’s essential you have limited buttons on your landing pages, and nothing that looks like one but isn’t.
  • Change the subheadline “App Store Optimization Service” to something which expands on the main headline and communicates the value of their service.
  • Add a customer testimonial or a “brands we’ve worked with” section to help with their lack of name-brand recognition.


Tweetable A/B Testing Stat to Back up My Recommendations:



Email app AwayFind increased their signups 91% by changing their landing page’s subheadline.

Source: VWO.com


#2. Vzaar



landing page examples

Breaking this landing page example down:

Vzaar is a video hosting service and, like many of their competitors, the focus of their click-through landing page is their product (a video featuring their employees)...

  • The landing page itself is colorful, friendly, and interactive. Every icon is animated and it features four of their smiling employees front and center below-the-fold.
  • They’ve also put a heavy emphasis on customer testimonials - an element I really like (and recommend) for lesser-known businesses.
  • The page has a single conversion Ask (start a 30-day free trial) offered in their minimalist nav bar, beneath their intro video, and at the bottom of the page.
  • I really like Vzaar’s use of headlines and subheadlines. Their headers are simple and succinct and their subheadlines add value.


Landing Page A/B Test Recommendation:

  • Put even more energy into their intro video. It feels a little bit forced, and, given that they’re a video hosting site, a great video is absolutely crucial.
  • Change the headline from “We are video hosting for publishers” to something which sets them apart from competitors a bit more.
  • Set the customer testimonials off from the green background with a contrasting (or dark) background.
  • Change the CTA color to one of the brighter colors within the “built or real business needs” section (the orange or the pink).


Tweetable A/B Testing Stat to Back up My Recommendations:

Marketing company CityCliq increased conversions on their pricing page 90% by changing their headline.

Source: VWO.com


#3. SEMRush



landing page examples

Breaking this landing page example down:

SEMRush is one of the leading SEO-optimizing tools out there, and this landing page example revolves around their “try it out” function, which allows you to input a URL and have it analyzed for SEO…

  • Because of the incredibly appealing Ask on this landing page, I’m not entirely sure why they’ve added all the rest of the information. It doesn’t add to the appeal of the CTA.
  • SEMRush does a great job breaking up the info on this page into palatable pieces. You don’t want to overwhelm your landing page visitors with information or they’ll bounce. For more on the psychological effect of “information overwhelm” check out Chapter 6 of The Complete Guide to the Psychology of Conversion Optimization.


Landing Page A/B Test Recommendation:

  • Remove the below-the-fold information (or most of it) to focus visitor’s attention on the very appealing, and easy, conversion Ask.
  • Change the CTA button color to a blue similar to the mountain section. The green against the orange is pretty aggressive.
  • Change the landing page image to something more interesting (even a graph showing growth). The stacks of paper aren’t particularly eye-catching.
  • Change their headline to something more appealing than informative. Consider “Is your site optimized?”



Tweetable A/B Testing Stat to Back up My Recommendations:

Marketing automation company Performable increased CTR on their homepage 21% by testing the color of their CTA button

Source: Quicksprout.com


#4. mHelpDesk



landing page examples

Breaking this landing page example down:

CRM and business services management tool mHelpDesk has a very effective click-through page here. Information is well spaced, minimal and to-the-point…

  • They’ve tapped into user quotes extremely effectively, using them in almost every section (even to the point of having a quote as the subheadlines of their benefit list).
  • The design is good, and appears to be an excellent use of a landing page template from a third-party platform.
  • I really like that they have one single CTA (try now) at the center of their click-through page. While they do have another button at the bottom of the page, it’s gray, smaller, and clearly not the page’s focus.
  • Their USP (unique selling point) “The #1 Rated Field Service Business Management Software Since 2007” is a great example of a trust-based headline, encouraging traffic to find out why.


Landing Page A/B Test Recommendation:

  • Test a static image beneath their headline/USP. Currently it’s a series of high-quality gifs (one of which is sparks flying off a welder’s tool) which distract from the message of the page.
  • Change the CTA button color to contrast a bit more. While the lighter blue is clearly visible, it doesn’t catch the eye as well as an orange or green would.
  • Add the companies of the three testimonials at the bottom. Currently it reads simply “owner” which doesn’t communicate much. You want to show your landing page visitors that your successful customers are like them. Personalize your testimonials as much as possible to do this.
  • Change the thumbnails from the faces of the person giving the testimonial to simple graphics (see more on this controversial a/b test in the bonus case studies section below).


Tweetable A/B Testing Stat to Back up My Recommendations:

Adding a bright "Free Quote" CTA button to Consolidated Label's homepage improved conversion rates by 62%.

Source: VWO.com


SaaS & B2B Lead-Gen Landing Page Examples


#5. Koozai



landing page examples

Breaking this landing page example down:

I’ve highlighted each section of this lead-gen landing page example because it has pretty much every element you could possibly want in an LP…

  • To be honest, I’d say this company, Koozai (a digital marketing business focusing on agencies) has read a comprehensive landing page best practices article and then thrown them all into one landing page. This is a bit like cooking though... just because peanut-butter, jello, steak, cheetos and a good pale ale are all amazing doesn’t mean mixing them together in a food processor will give you a delicious dinner.
  • In my mind, lead-gen landing pages should be simple and to-the-point (like all landing pages, actually). This one is not.


Landing Page A/B Test Recommendation:

  • Put the CTA button above-the-fold, as most people don’t scroll down.
  • Lose the “Why should you trust us?” section, the long gray paragraph section, the “What are you waiting for?” section, the top nav bar, the phone number and the bottom contact details section entirely.
  • Move the bottom form field to the right side of the page and make the image smaller.


Tweetable A/B Testing Stat to Back up My Recommendations:

CRM company SuperOffice increased lead-gen on their demo request page 197% by taking "less-is-more" to heart.

Source: WhichTestWon.com


#6. Tableau



landing page examples

Breaking this landing page example down:

Analytics tool Tableau have a beautiful landing page here, with very little I would change…

  • The high-quality visuals communicate professionalism very quickly (as soon as you come to the page).
  • There’s great use of an expand section (the form shown on the right in the image above opens up when you click one of the CTAs.
  • Really good focus on the conversion Ask: no top nav bar and three very different CTA buttons (the orange “Get the Guide” CTA, the “download the guide now” link as well as the ebook picture are all CTAs which open the form).


Landing Page A/B Test Recommendation:

  • Reduce the number of form fields unless you’re using every single one of them to nurture leads into sales. Leads are particularly scared of giving their phone number to anyone, so asking for it will be severely limiting the number of leads this page is generating.
  • Copy-edit the ”About us” section. There’s no period at the end of the pitch, the word “help” is repeated obviously and there’s a dependent clause used as a sentence. This stuff matters, particularly as the rest of the page is so professional.
  • Eliminate the logo link unless the landing page visitor already has an account (which can be tracked with cookies and a good marketing automation tool) as they may get curious about the company (especially with the “about us” section) and bounce from a page optimized for conversion to one not so.
  • Add a small image of the quoted customer beneath the testimonial.


Tweetable A/B Testing Stat to Back up My Recommendations:

ContentVerve increased conversions by 64.53% by changing the placement of their testimonials.

Source: 50 A/B Split Test Conversion Optimization Case Studies


#7. Wistia



landing page examples

Breaking this landing page example down:

Wistia, a leading video-hosting platform, incorporates the feel of a lead-gen page into their click-through page, or is it the other way round?...

  • This is one of the simplest landing pages in this entire guide: a straightforward USP and great subheadline which expands on their offer, an image, a few “trusted by” previous customers and the form - clean, minimalist, effective.
  • Clearly, though, the focus is on that form on the right (which is the reason I’ve categorized this page as a lead-gen landing page).
  • Especially effective is the form’s headline “Try out all of Wistia’s features for free”, which does a great job of letting visitors know that converting on their Ask doesn’t mean they have access to some small freemium version of the Wistia platform, but every feature they offer. This appeals to “shopping-around” visitors (which, as this is the landing page of a Google Adwords campaign, is going to be most of the traffic).
  • I like the “Not sure yet?” Ask on the bottom right, allowing visitors to check out the full website and get a better feel for the tool before starting their free trial. Normally I’d recommend against a second CTA within an LP, but (as this is half click-through page and half lead-gen) I’m happy with it.
  • Their choices for companies that trust them are exceptional: Samuel Adams is recognized by everybody as a simple beer company (B2C), Mailchimp is recognized by all marketers no matter their industry, Starbucks is recognized as a leading big brand (and communicates Wistia’s reputation as a leader in their field), and ZenDesk and Moz appeal even more than Mailchimp to the discerning digital marketer.


Landing Page A/B Test Recommendation:

  • Change the image to something more engaging, like a gif or introductory video. This page is very simple, and I’d be interested to know if a little showing-off wouldn’t help conversion rates.
  • Change the “Learn More” CTA button to be a little bit less visible, given that the free trial is the primary goal of this page.
  • Remove the “Set Password” field within the form, as this feels like a sizeable commitment. Once you’ve gotten the lead you can ask for a password in an email or internal message.


Tweetable A/B Testing Stat to Back up My Recommendations:

Using an image instead of a blank background has resulted in a 70% higher conversion rate.

Source: 50 A/B Split Test Conversion Optimization Case Studies


#8. Uberflip



landing page examples

Breaking this landing page example down:

Uberflip, a content marketing management platform, uses a pseudo-blog article as a landing page, only opening the form field in the third-step of engagement…

  • Firstly, prospective leads read the ebook breakdown (paragraph form, like a blog article), then they click the “click here to download” CTA, which opens a new tab in their browser. Then they click on the first form field (work email) which acts as an expand chevron to open up the other couple fields of the form.
  • One thing I do like about this landing page process is the second stage, which appears like a website popup over the top of what looks like the ebook itself with the copy “you’re one step away from the complete guide to email marketing.” This gives the landing page visitor the feeling that they can almost grab the ebook and taps into "sampling" (a powerful psychological factor in marketing).
  • However, the three-stage conversion is a bit frustrating, as prospective leads can feel a bit of “More?! Just let me download already!”
  • I like the author bio at the bottom of the page (although it’s probably simply a leftover of the blog article formatting) as it makes engagement a bit more personal.


Landing Page A/B Test Recommendation:

  • Create a few shorter bullet-points to replace the paragraph format. It’s either a blog article or a landing page, not both.
  • Remove the sidebar as it distracts from the primary conversion goal.
  • Show the full form when visitors traffic to the other tab rather than expanding it upon clicking.
  • Use a click popup for the “Download the Complete Guide Here” link instead of a whole new page.
  • Don’t require prospective leads to receive emails (the form won’t complete unless visitors opt-in to the newsletter) as this will be severely hurting conversion rates (and is also a legal gray area).


Tweetable A/B Testing Stat to Back up My Recommendations:

Underwater Audio increased sales on their product page by 40.81% when they added personal benefits.

Source: 50 A/B Split Test Conversion Optimization Case Studies


#9. Kissmetrics



landing page examples

Breaking this landing page example down:

Kissmetrics, a leading customer intelligence/site analytics provider, has a very attractive lead gen landing page for their webinar replays...

  • Simple and to the point, this lead gen landing page has a large centered title, ensuring there’s no confusion about what webinar you’re going to get when you download.
  • The webinar host’s faces, names and job titles are prominent, a great idea (particularly for webinars) as it personalizes engagement.
  • The quote at the bottom of the landing page is also an effective sneak-peek into the webinar itself.
  • Beautiful color scheme, eye-catching CTA button, solid intro and benefit list, and a traditional layout (with a few bonuses) gives an all-around highly-optimized lead-gen landing page.


Landing Page A/B Test Recommendation:

  • Reduce the number of form fields (again, particularly the phone number field...)
  • Fix the off-set image behind the quote at the bottom, as the background doesn’t line-up with the layered image on top. Little details matter.


Tweetable A/B Testing Stat to Back up My Recommendations:

Neil Patel boosted conversion rates 26% by removing the “revenue” form field on his site.

Source: Quicksprout.com


#10. Content Marketing Institute



landing page examples

Breaking this landing page example down:

Similarly to UberFlip’s landing page example above, the Content Marketing Institute has blended a blog article with an email-gated lead gen offer…

  • This page features even more side-bar distractions than UberFlips, but places the form front and center on the page.
  • One of my favorite parts of this landing page example is the sentence right before the form, “By downloading the e-book, you’ll also get access to three customizable templates that are described in the guide.” This kind of “bonus content” is a great idea for lead gen.
  • The benefit list beneath the form is also an interesting choice, as normally you’d communicate all the value of your offer prior to throwing the offer at your prospective lead.
  • The form itself is a dual-Ask, as the CTA is “Sign Up” in which you get both the ebook and subscribe to the newsletter.


Landing Page A/B Test Recommendation:

  • Limit the amount of stimulus on the page. Recognizing a blog landing page is a choice, I’d still drop the nav-bar at least (as much of the other content on the page is also optimized for lead generation.)
  • Place the benefit list above the form, to complete the value pitch before the Ask.
  • I’d drop the required newsletter subscription from this lead-gen Ask, particularly as it’s entirely possible to be interested in the ebook prior to seeing the value of a newsletter subscription. This ebook is the fourth link on the first page when you type “influencer marketing ebook” into Google. For organic SEO traffic, a reason for newsletter subscription hasn’t been adequately communicated yet.


Tweetable A/B Testing Stat to Back up My Recommendations:

TechInsurance.com increased conversions 73% when sending PPC traffic to a simplified LP.

Source: 50 A/B Split Test Conversion Optimization Case Studies


Bonus Case Studies for Saas & B2B Landing Pages:


Case Study #1:




Most people would think Version A (as the faces of real people are best practice) would win this A/B test handily.

And yet, the video thumbnail with real customers decreased views by 50% at a 99% confidence level.

Surprised? You wouldn’t be alone.

Apparently, after interviewing and surveying customers, AutoDesk (a 3d design and software development company) found that people were more interested in learning how the software worked than they were about hearing people talk about it.

Just goes to show you can never assume (and how important it is to test everything, even those strategies you think are guaranteed improvements).


Case Study #2:



landing page case study

Time Doctor, a software company creating time management and productivity tools, ran this test on their pricing page exclusively on people who had been to other pages of their site first.

Version A (“Free 30 Day Trial on All Accounts”) converted 32% more visitors than Version B (with a 98.9% confidence level). The conversion was actually filling out a form field on the following page (so not clicking the CTA button in the image above).

This one is a great test, as both “focus on value” and “focus on benefits” are CRO best practices.

Are you surprised? Let me know your thoughts on these case studies in the comment section!


B2C Click-through Landing Page Examples



#11. MassageNow


landing page examples

Breaking this landing page example down:

MassageNow (a website which offers Groupon-like deals exclusively for spas) has a clickthrough page for their Adwords campaign which sends people to either their San Francisco website or their New York site...

  • I love this landing page’s focus on visuals. The first thing you see is a relaxed woman smiling while having a massage. You know you’re in the right place.
  • A simple, three-part benefit list right above the fold gives you three of their primary selling propositions (“same-day booking”, “save 20-40” and “top rated spas”). These three benefits effectively answer the first questions of site visitors: When can I get a massage? How much will it cost me?, and Will it be worth my money? Anticipating and answering your landing page visitor’s questions is a great way to get a conversion, fast.


Landing Page A/B Test Recommendation:

  • Have one click-through landing page for San Francisco and one for New York. Most landing page tools> make it easy to duplicate a landing page. Keep the design elements identical but target your online advertisements by location.

Apart from that I really have no improvement recommendations for this landing page. It’s excellent.


Tweetable A/B Testing Stat to Back up My Recommendations:

Online ad campaigns that use landing pages typically see a conversion rate improvement of at least 25%.

Source: Square2Marketing.com


#12. Lakeshore Chiropractic



landing page examples

Breaking this landing page example down:

Lakeshore Chiropractic gives us a typical, somewhat dated, example of many B2C click-through landing pages…

  • Front and center is a trust symbol (it actually loads first on the page), which puts the landing page visitor at ease right off the bat.
  • The page struggles a bit with readability, as the font in the scrolling section ("Adjustments and Manipulations") doesn’t contrast as well as it could against the green background.
  • The central body copy is, again, very typical of sites like this one. The three paragraphs take up a lot of space and could be overwhelming the visitor.
  • A few nice touches though are the video (actually done pretty well) and the Yelp reviews. For a business like this one, featuring objective reviews from a recognized site is a good call.


Landing Page A/B Test Recommendation:

  • Replace the three paragraphs with the video (and make the video’s thumbnail more appealing). This will make the page simpler and encourage engagement with a really pretty good video.
  • Remove simple errors to improve conversion. The trust symbol text reads “congratulations [...] on being the on top Physical therapist…” and the “Read More” link in the image section doesn’t link to anything.
  • Remove random “print” button on the right side above the body copy. Simple web design errors communicate an unprofessional business, which visitors extrapolate to your services as well.


Tweetable A/B Testing Stat to Back up My Recommendations:

Growyourowngroceries.com replaced a photo of the owner with a video and increased conversions by 12.62%.

Source: 50 A/B Split Test Conversion Optimization Case Studies


#13. Dorion Gray Financial Advisors



landing page examples

Breaking this landing page example down:

Dorion Gray Financial Advisors have a somewhat different landing page here, as their Ask is actually for visitors to make a phone call…

  • I’ve chosen to include this page within this article because it’s very typical of B2C sites (though isn’t, technically, a landing page optimized for a single online conversion).
  • Like many of its peers, Dorion Gray’s site features a phone number in five places as well as a map and address, allowing visitors to immediately take the conversation off-line. This shows a knowledge of the company’s target market.
  • The page also features several stock photos of retired, smiling couples (again, typical of sites like this one).


Landing Page A/B Test Recommendation:

  • Brainstorm a USP to set your business apart from competitors. Consider bringing the “39 years experience” from the body copy below into a headline.
  • Ask previous or current clients if they’d be willing to be photographed for the website. The left side and bottom right images, in particular, feature two men (not Dorion Gray) helping an elderly couple. This would be far more effective if they hadn’t been bought for $5 from a stock photo website.
  • Feature Dorian (or someone from the company) in person, either with a picture of short video. This will create trust between the visitor and the company.
  • Add a customer testimonial (with picture and name) to develop trust.


Tweetable A/B Testing Stat to Back up My Recommendations:

A company offering truck-driving classes increased conversions 161% switching from stock photos to real people.

Source: VWO.com


B2C Lead-gen Landing Page Examples



#14. Grove Dental Associates



landing page examples

Breaking this landing page example down:

Grove Dental Associates provides a simple and straightforward lead gen landing page in stark contrast to many of their competitors...

  • This landing page is specific to its Adwords campaign, focusing on the keywords “dentist + Chicago.” Which is why their value proposition/USP is focused on the value they can deliver to new clients. Existing clients would head to their main website, and see a different message. Focusing your USP on your traffic source is definitely best practice, and should be kept in mind.
  • Everything essential is above-the-fold while below-the-fold is a prominent and glowing customer testimonial as well as smaller contact details for each of their four locations. I really like how this page is structured.


Landing Page A/B Test Recommendation:

  • Change the color of the “services” and “contact us” links in the nav bar so the CTA button in the form stands out individually.
  • Change the font of the body copy and customer testimonial as it’s too childish and (particularly the testimonial) somewhat hard to read.
  • Add context for the “ADA” trust symbol on the right (like “member of the American Dental Association”).
  • Add name and image of the quoted customer.


Tweetable A/B Testing Stat to Back up My Recommendations:

NumaraSoftware improved form conversion rates 133% by changing their font from size 10 to size 13.

Source: Clicklaboratory.com


#15. Roto-Rooter



landing page examples

Breaking this landing page example down:

Westchester New York’s Roto-Rooter landing page is a bit overwhelming when you first arrive, but will it convert traffic?....

  • There’s a lot going on here, but my eyes find the phone number right off the bat (the goal of any B2C page like this one).
  • The images look like real roto-rooter employees, and I like the headline “The plumbing experts you’ve trusted for over 80 years” as it communicates that my friends and family have trusted this company, so I should as well.
  • The $40 discount is also an effective communication of value beyond their competitors, and is front-and-center on the page.


Landing Page A/B Test Recommendation:

  • I’d make the headline one size and line. Breaking it up like they have isn’t optimized for reading.
  • Make the Customer Reviews section a bit more prominent. Make the five stars more visible and add quotation marks (which communicate authenticity).
  • Change “submit” to something more appealing, like “Get it Fixed!” In fact, never use “submit” at all, ever.


Tweetable A/B Testing Stat to Back up My Recommendations:

Empire Flippers increased lead-gen conversions 33.10% by making their CTA copy more customer-centric.

Source: VWO.com


#16. Center of Revitalizing Psychiatry



landing page example

Breaking this landing page example down:

The Center of Revitalizing Psychiatry has a lead gen landing page with a lot going on, and it serves both their New Jersey prospective leads and those from Florida...

  • Once again I’m a bit thrown off as to why you wouldn’t just create two landing pages for each of your locations, but let’s put that to the side for a second.
  • The first thing that hits you when you arrive on this page is an almost overwhelming amount of text. It’s genuinely a bit intimidating (especially when they should be making engagement as simple and painless as possible for a sensitive target market).
  • The bottom left image (currently showing the “Patient’s Choice Award ‘08” image is actually 13 images which scroll every 6 seconds. I screenshotted the trust symbol image as I think it’s worth mentioning that unless your business was voted “Top X Business” in the past two years, don’t include it (as it makes it look like you’re searching for things to brag about and coming up short).
  • This page does have a cool feature in their phone number link, which actually opens up a Facetime option. That said, I’d be interested to see if this little feature didn’t simply intimidate visitors rather than making it easier for them to engage.


Landing Page A/B Test Recommendation:

  • Create location-sensitive landing pages.
  • Remove awards won before 2013.
  • Remove third and fifth paragraph from body copy as it’s currently too much text to take in at one time.
  • Change form headline (“We’re open. Call us now”) as it immediately makes me disbelieve you. If it’s 11pm on the west coast, there’s no way you’re open in New Jersey or Florida.
  • Remove stock images of overly-smiling families and couples. Feature real, caring psychiatrists instead.
  • Remove “New Patient Forms” CTA button, or add context.
  • Align phone number links.


Tweetable A/B Testing Stat to Back up My Recommendations:

Spreadshirt reduced the amount of text, graphics and CTAs in their “how to” section and increased conversions by 606%.

Source: 50 A/B Split Test Conversion Optimization Case Studies



#17. Amy Porterfield



landing page examples

And the website popup form which opens when you click on either CTA button:


website popup examples

Breaking this landing page example down:

I’ve included Amy Porterfield’s webinar landing page example only to show you all how it’s done....

  • Her face and signature are at the top, immediately engaging people with a smile and making the whole interaction with the page personal.
  • The webinar’s title is a “how-to”, immediately appealing to people who want to learn something from an expert. You’re told in no uncertain terms that you’ll get the complete picture of how to get up and running. Solid subtitle as well which expands on the initial headline.
  • Making it personal with “you” right off the bat. Also effectively answering the main question people have when they arrive on this page: “Is it for me?” to erase fears and concerns.
  • ”I can’t wait to see you there” reaffirms the personal touch.
  • Bright yellow, large CTA buttons repeated twice: once at the very top for people who know they want to register and once after the bullet-pointed list of “what you’ll get” below.
  • The testimonials are almost an afterthought, but there are enough of them and feature the faces and name of the person giving it. If you’re not already sold on the “what you’ll get” then the testimonials will do it.
  • The CTA button remains at the top of your screen even if you’re completely scrolled to the bottom of the testimonials, so you can engage easily.
  • The form itself asks only for a name and email address, and does so intelligently by asking “where should we send the invitation to?”

All of these elements make for a well-optimized (and often-tested) webinar landing page which has worked for Amy for a couple years now.


Landing Page A/B Test Recommendation:

None, so here’s a gif of a kitten eating its own tail:


Tweetable A/B Testing Stat to Back up Amy's Form Popup:

VWO (an A/B testing tool) tested popup forms on their free trial signup and improved conversions by 50%.

Source: VWO.com

Bonus Case Studies for B2C Landing Pages:


Case Study #1:




landing page case study

Pierre et Vacances (a French hotel and vacation-booking site) ran this CTA-only A/B test for 12 days. Their control (the CTA copy “Book”) was compared with a softer “Check Availability” CTA, which increased clicks by 92% and (more importantly) hotel bookings by 13.6% - both at a level of statistical significance.

This one is pretty straightforward: “Check availability” is a significant drop in obligation. That said…

You often see soft CTAs improve clicks, but actually hurt sales in the long run (usually because the traffic clicking through to the next part of the sales funnel is not qualified).

This test shows exactly how important it is to measure your A/B tests to the end of the funnel, particularly when testing your CTA text. Any company that stops at clicks and makes a site-wide change based on such a shallow metric runs the risk of hurting their bottom line (down the line).

Source: WhichTestWon

Another great test (in the same vein as the one above) comes from Alinc technologies, a full-spectrum IT solutions provider, who tested “add to cart” vs “buy now” copy in their CTAs.

Although “Buy Now’ decreased individual sales by 36%, it increased average order value by 57%. The team monitored total value when they compared the loss of sales with the gain in order value. They reported that the total sales value remained nearly identical for both variations. We call that inconclusive, folks. (Source)


Before we go, let’s check out a big-damn (bonus) multivariate test



landing page case study

As you can see, this was a complete overhaul of (Blazemeter’s homepage) (they’re a SaaS company which provides website performance testing).

Version B increased leads by 119%. However, the actual revenue increase was only about 11%. Why?

Blazemeter learned something we should all remember when A/B testing our landing pages…

If your business has a longer sales process or lead nurturing period, it doesn’t matter how many leads you generate if your strategy for nurturing them into sales isn’t up to snuff.

Ophir Prusak (who heads up Blazemeter’s digital marketing team) explained it this way: “Leads don’t convert to customers. Leads convert to conversations.”

And that, my friends, is why you need to set up an optimized landing page and then ensure you have a strategy for how to convert those leads. Otherwise you’ll have invested some serious time, money, and energy for nothing.

Special Mention: ConversionXL's article on sample pollution in A/B testing.


To Wrap it Up


I hope this guide has given you a better idea of how your own landing pages can be optimized for the conversion you need.

Were there any kinds of landing pages (or sectors) I missed that you want me to cover? Let me know in the comment section.

P.S. Wishpond's Facebook Contest Apps make it easy to create sweepstakes, photo contests, Instagram hashtag contests & more. Looking for inspiration? Check out 25 Creative Facebook Contest Ideas You Can Use Today.



Written by James Scherer

James Scherer is the content editor at Wishpond. When he's not writing or designing for Wishpond he's risking his life biking around the city. Reach out to him on Twitter @JDScherer.