4 Things to Test on Landing Pages

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Marketers often get stuck when it comes to TESTING their landing pages They either test the wrong things—or things that don't matter as much as you think they do So... here's my 4-part framework for what you should test on a landing page Thread 🧵

Every landing page test I run can be broadly categorized into 1 of these 4 groups: Framework Offer Audience Messaging It spells "FOAM," making it easy to remember

"Framework" tests are things that relate to the overall layout, structure, or usability of your page Example: switching from a single-step form to a multi-step form

"Offer" tests are usually the most powerful of all, and where I like to start This involves changing your offer, obviously Example: switching from a "free consultation" to a "free guide" if you're trying to generate leads

"Audience" tests don't actually involve any on-page changes It's just a matter of testing a different traffic source or audience Example: instead of running traffic from Facebook Ads, try some TikTok traffic... you never know what'll work 'til you try

"Messaging" tests revolve around the written and visual messaging on the page If you change a headline or an image, that would fall into this group Example: instead of using the main headline to talk about the product, try using it to highlight a real customer testimonial

So, that's all Of course, not everyone will agree with this approach, and some tests may fall into more than one category But overall, it's a solid framework that has helped us test 100s of pages for clients

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