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One of the main objectives of digital marketing is to convert people who visit the company’s website into customers. To achieve this, landing pages are created where a brief description of the product is shown with a striking design and in general with a button (call to action) to click that allows you to buy the product or contact the sales department.

While there are lists with “good practices” to create the design of these landing pages, these good practices won’t necessarily work with your target audience. The best way to design a landing page that converts is to base your design decisions on real-world data of your real audience.

A technique commonly used to increase the conversions of a web page is called A/B testing. Doing an A/B test consists of creating a variation B of the original page A, exposing both to site visitors and measuring which of the two has the highest conversion rate. Usually a statistical analysis determines whether one is better than the other with a previously chosen level of confidence. Variation B can be made up of small changes (for example changing the color of a button) or a complete redesign of the page. Once the A/B test is finished, you can either leave only the winning variation or perform a new A/B test to find an even better variation than the one already found.

Most big companies do A/B testing on their landing pages with huge success but the process can be complicated and require a lot of expertise to get it right.

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