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- The Role of a Landing Page in an eCommerce Store
- What is Landing Page Testing?
- Why is Landing Page Testing Important?
- Which Elements to Test on a Landing Page?
- A Foolproof Checklist to Create an Effective Landing Page Testing Strategy
- Top 3 Tools that Help You Succeed in Landing Page Testing
- Final Words
- FAQ about Landing Page Testing
How to Do Landing Page Testing for Your eCommerce Store
Ever wondered how the freshly designed landing page for your eCommerce store would perform with an actual crowd? Test is the keyword. Every detail, albeit trivial, is worth putting under the microscope in order to churn out the most ideal version of a landing page. In this blog post, we explore the types of landing page testing, the elements on the page that need the most attention, and a surefire process that maximizes the effectiveness of these tests.
The Role of a Landing Page in an eCommerce Store
eCommerce stores use landing pages to advertise, gain traffic, get leads, boost sales, and the like, thanks to their versatility.
A landing page is an integrated part of any online store. It can be used for multiple purposes, whether you are a newbie in the fashion niche or have been conquering the F&B industry. Here is a breakdown of the role of a landing page in an eCommerce store:
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Capture leads through organic traffic
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Introduce a new product or promotion
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Foster targeted conversions
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Create a seamless user journey
For more information on eCommerce landing pages, explore our blog posts:
The Ultimate Landing Page Checklist You Need
How to Create A Striking Landing Page on Shopify
What is Landing Page Testing?
A/B testing is a commonly used method for brands to gain insights on which version of a landing page performs better.
The practice of landing page testing is easy to grasp: a process of comparing two versions of a landing page, with each possessing different elements, to determine the better version. This type of test is commonplace in website building, and a landing page is all the more crucial in managing a business.
Though the premise is the same, there are several methods that one could adopt when it comes to landing page testing. Let’s get into the basics below.
A/B Testing
Most website owners are familiar with A/B testing - a popular method that compares two different versions of the same web page to draw a conclusion on the better-performing one. For landing pages, the concept is the same. By putting elements such as CTA buttons, headlines, or product images to the test, merchants are capable of achieving quick insights into customers’ perception of their websites, even with a moderate traffic flow.
For instance, making two versions with a red vs. green ‘Add to Cart’ button and seeing which one gets more clicks helps sellers understand buyers’ shopping behavior better. Thus, it is easier to make customer-centric decisions surrounding the page designs.
Tip: Go with an all-in-one solution (i.e., GemX) to ace this type of testing.
More from GemPages:
A Complete Guide to Shopify A/B Testing
Top 20+ A/B Testing Ideas You Should Try [2025]
Multivariate Testing
Multivariate testing utilizes a more advanced process, where multiple elements are tested at the same time as parts of a distinct version. Here is an example:
Version #1: Hero banner with lifestyle photography + countdown timer + ‘Buy Now’ CTA buttons
Version #2: Hero banner with studio photography + no countdown timer + ‘Add to Cart’ CTA buttons
By comparing different combinations, merchants will have an in-depth view of how these elements interact, especially when they are after specific goals that require complex changes. Since these tests will garner a deeper set of data, stores with a busier traffic volume are more suitable for this method.
Split URL Testing
The name of this testing method suggests that two completely different versions of a landing page will run side-by-side under separate URLs. This creates two flows of traffic, and each one will encounter a web page that shares little to no similarity with the other. Due to its extremity, split URL testing is reserved for businesses that aim to compare two different concepts, which could have been created with different tools.
Why is Landing Page Testing Important?
Landing page testing is on many merchants’ to-do lists, but is it necessary?
If improving and growing your business sounds like a neat concept to you, then the answer is yes. Although not all online stores have implemented landing page testing, it is a highly recommended strategy to obtain more goals and move towards the desired version of your business.
Instead of trusting a singular version to perform well, a clear-cut comparison grants you solid data to make informed decisions. This way, the margin for errors is significantly reduced. In the long run, the impact of testing landing pages at key moments will reveal itself more and more. Beyond just driving sales and creating a legacy of eye-catching landing pages, this strategy makes room for steady but solid growth.
Which Elements to Test on a Landing Page?
Headlines and Subheadlines
These two factors are the first things that visitors see upon landing on the page, so they will set the mood for them. There are a few ways to approach the headlines and subheadlines of your landing page based on its purpose, so the possibilities to test are abundant. For example, you can test short vs. detailed or benefit-focused vs. value-focused headlines and subheadlines that evoke different emotions.
Hero Banner
Similar to headlines, the hero banner is used to hook your visitors in and make them stay. Go for different forms of media, such as static image vs. video, text overlays vs. clean background, lifestyle shots vs. studio images, etc.
CTA Buttons
Pay attention to the CTA buttons if you want to lead customers to the end of the sales funnel.
CTA elements seem trivial, as they are often presented as a simple ‘Shop Now’ or ‘Learn More’ on one’s website. That said, human psychology is at play here. Change up the size, color, placement, number of CTAs, etc., and keep a close eye on how your customers behave to find the sweet spot.
Product Images and Videos
Since customers are not able to physically touch, smell, or try on your products, they have to rely solely on the sense of sight. That is why images, videos, and other forms of media play irreplaceable roles in delivering a complete website. Incorporate 360° shots, interactive videos, different backgrounds, and so on to see what performs best.
Product Descriptions
Buyers look for descriptions to decide whether to add products to their carts, making this element a must for testing.
What is this shirt made of? What are the ingredients in this protein drink? What are the notes in this perfume? These answers to these questions lie in the product descriptions - the ultimate tool that could make or break your business. The most common test combos are short vs. long descriptions, bullet points vs. paragraphs, reviews, and FAQs. The tone of voice also sets the emotions of your customers and their brand’s perception.
Page Layout
To know whether your page layout is visually pleasing, easy to navigate, and conversion-focused, you’d better give it the test treatment. Using different templates from a page builder like GemPages to create different vibes and see which one is a hit among your visitors. The number of columns, order of content blocks, text and image combinations, and the like are all essential elements that go into building a page layout that embodies your brand.
Form Length and Fields
How forms are designed determines the conversion rate of your landing page, so testing them is a great method to observe customer behavior.
Nobody likes a lengthy form while shopping, but you can also run the risk of missing vital data if it is too short. Add/discard the fields, incorporate a progress bar, use optional and required fields, try out pop-ups - feel free to experiment to find the best version for your landing page.
A Foolproof Checklist to Create an Effective Landing Page Testing Strategy
Set a Concrete Goal
A successful testing campaign begins with a solid goal. Once you have a hold of what to achieve, it will set the groundwork for the following steps. Whether it is to capture more leads or get a certain number of clicks on your new product collection, make sure to be precise and realistic.
Pick a Suitable Landing Page for Testing
Not all landing pages are suitable for testing. To reserve resources, have a thorough assessment of your options. Merchants tend to test high-volume pages, sales pages, product launch pages, and lead capture pages. Make sure the test has the possibility to yield useful results for your business.
Establish an Adequate Test Duration
The test must be carried out long enough to reach worthy results, but not too long to avoid a delay in making an accurate decision. That’s why a suitable test duration should be one of the first criteria on your checklist. Typically speaking, a web page test usually lasts for 1-4 weeks, but factors such as traffic volume, variant number, and result stability majorly impact the actual duration.
Make Use of a Reliable Testing Tool
A great tool will take you places: among the best businesses in your field, that is. All the efforts will go up in smoke if the testing tool is insufficient to give you impactful insights or incapable of delivering accurate results. To avoid these dicey issues, here are the exact signs to look for in a testing tool to find the best ones:
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Accurate reporting
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Professional and user-friendly interface
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Platform and other tool integration
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Different test types are supported
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Targeting and segmentation options
Apart from these qualities, each tool will possess the features that match your business’s vision, so it is a wise move to invest your time in researching to be able to shortlist the best ones. We have also compiled our top picks for the best landing page testing tools below to give you more insights.
Observe Data and Implement Changes
Are you nearing the end of the testing duration and have collected a considerable amount of data? Great! Now it’s time to carefully crank the numbers, read the feedback, study the predictions, and take appropriate actions. Depending on the tool, it will likely tell you which steps to take next. Aside from going with the winning variation, being able to pinpoint the elements to keep or jettison is equally vital to get the most out of this type of test.
Top 3 Tools that Help You Succeed in Landing Page Testing
GemX
GemX is an all-in-one tool to make landing page testing easier and more effective.
Pricing: $49, $249, & $999 per month.
Feature highlights:
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Multipage testing (landing, home, product)
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CRO-focused elements
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Made for Shopify
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No-code testing and setup
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Made by GemPages Landing Page Builder
Suitable for: Brands whose goal is to build visually striking and high-converting landing pages.
GemX is GemPages’ very own A/B testing solution that was designed for Shopify merchants across all industries. The user-friendly interface alongside CRO-focused features is what makes this tool perfect for testing landing pages that call for both visual aesthetics and functionality.
Intelligems
Intelligems has a multitude of features in store to help you with landing page testing.
Pricing: $74, $374, & $749 per month
Feature highlights:
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Audience segmentation
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Real-time A/B price testing
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Content-focused testing
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Combination testing
Suitable for: Brands that want to optimize their content strategy through conversion-centric personalization.
Intelligems has been a go-to app for many merchants, especially Shopify-based, due to its versatile features and ease of use. The tool is created with profit maximization in mind, which is an excellent match for sales landing page testing.
OptiMonk
Let OptiMonk help you create an efficient and quick landing page testing strategy through its intuitive interface.
Pricing: $19, $69, & $179 per month. Free plan and custom plan available.
Feature highlights:
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AI-powered testing features
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No-code setup
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Personalized messages, offers, web pages, etc.
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Multipurpose pop-ups
Suitable for: Brands whose main goal is to create highly personalized landing pages that cater to the user experience.
OptiMonk is known as a master at pop-up optimization, and it is equally helpful to assist you in testing landing pages as well. With an intuitive interface and AI-backed features, this app is an ideal choice for an in-depth landing page testing strategy.
Final Words
Building a landing page is child’s play these days, but there is no guarantee that every page you produce will bring great results. We hope that this blog post has shed some light on the basics of landing page testing and prompted you to try this strategy out yourself. With the right tool, the perfect landing page is within reach.
FAQ about Landing Page Testing
