Sometimes little changes yield big results. But how do you know which changes are best?
Simple. You test them. Split, or A/B, testing involves making small changes to otherwise identical marketing elements, then randomly assigning them to visitors, email recipients or leads, and tracking the results.
Improving landing page conversions might mean showing website visitors two different colors of CTA buttons at the top of your home page, writing two different email subject lines or changing the length of the form on a landing page.
Marketing software provider and JONES partner HubSpot has found that A/B testing landing page elements can help B2B companies increase their website lead generation by up to 40 percent. (Click to Tweet!)