Landing Page Split Testing
April 5, 2025
FERMÀT is revolutionizing the way commerce is done online.
Our platform empowers brands to turn content into commerce—making it possible for shoppers to buy directly from stories, videos, blogs, and beyond. Trusted by top eCommerce teams, we’re eliminating the friction between inspiration and transaction by embedding seamless storefronts in the moments that matter.
Split testing is one of the most powerful tools in modern eCommerce—but most testing strategies are still tied to static, siloed web pages. In a world where consumer attention is fragmented and fast-moving, traditional A/B testing alone isn’t enough. You need to know what works, why it works, and how to test those insights across a range of contextual environments—from creator content to landing pages to live product drops. That’s where FERMÀT changes the game. By blending rich, shoppable formats with data-driven experimentation, we give you the freedom to test faster, smarter, and in the places where purchase intent is highest.
In this piece, we’ll explore how landing page split testing helps brands grow, what high-impact A/B tests look like, and how FERMÀT makes it all frictionless.
Landing page split testing, also known as A/B testing, is the process of comparing two or more versions of a webpage to determine which one performs better. It’s a method grounded in data—not guesswork—allowing marketers, designers, and product teams to experiment with different headlines, layouts, calls to action, images, or even entire page flows.
Each version of the landing page is shown to a subset of your audience. Over time, analytics determine which version drives more clicks, conversions, or any other desired action. The result? Incremental improvements that compound into powerful business outcomes.
Split testing doesn’t just answer what works—it reveals why something works. This deeper understanding is key to making smarter decisions that keep your landing pages aligned with customer behavior and expectations.
In the fast-paced world of eCommerce, user behavior is constantly evolving. What worked yesterday may underperform tomorrow. That’s why split testing isn’t just a nice-to-have—it’s a competitive necessity.
Split testing empowers brands to adapt quickly. Instead of relying on assumptions or outdated best practices, you get direct feedback from real users in real-time. You can test everything from product page layouts to checkout flows, tailoring the customer journey based on actual performance data.
For modern commerce brands, this means:
When done right, A/B testing becomes a continuous learning loop. It turns every click and scroll into actionable insight, helping your business stay agile, efficient, and aligned with what customers want.
FERMÀT takes the guesswork out of commerce by making shopping experiences feel natural, intuitive, and most importantly—testable. Traditional A/B testing platforms often require complex setup, long cycles, or disconnect between creative and data teams. FERMÀT changes that.
With FERMÀT, you can launch real-time storefront experiences that adapt to the customer context—while collecting insights that inform what to test next. Instead of building static pages that require months of iteration, brands can deploy and test interactive, shoppable content on the fly.
Here’s how FERMÀT supercharges your split testing:
By removing friction from the testing process, FERMÀT lets teams focus on creative experimentation and rapid optimization. The result? Smarter testing, faster learning, and better customer experiences.
Some of the most powerful wins in eCommerce come from surprisingly simple split tests. Whether you're a growth marketer, DTC founder, or part of a digital team, these types of experiments can quickly drive measurable improvements. Here are a few real-world examples of high-impact A/B tests:
Test a clear, benefit-driven headline against a more playful or brand-heavy version. While creative headlines may catch attention, clear messaging often drives stronger conversion when a customer is ready to act.
Compare a traditional product hero image with an interactive, shoppable video powered by FERMÀT. These dynamic formats often lead to longer dwell times and a deeper emotional connection to the product experience.
Simplifying the purchase process can lead to dramatic gains in conversion rates. Testing a one-step checkout against a multi-step flow can reveal how reducing friction directly impacts completion rates.
User-generated content (UGC) often builds trust and relatability, especially in social-driven funnels. However, brand-directed content offers more control and consistency—split testing helps determine which builds more confidence for your specific audience.
If your team is still making landing page decisions based on intuition or outdated playbooks, it’s time to evolve. With FERMÀT, you gain a platform built for rapid experimentation, contextual commerce, and creative freedom—all backed by data.
FERMÀT isn’t just another testing tool. It’s a new way to think about how commerce happens online. By embedding shoppable experiences into natural customer journeys—blogs, social content, influencers, and beyond—you’re not just testing pages. You’re testing moments.
And best of all? You don’t need a technical team to make it happen. Marketers and creatives can launch, iterate, and analyze independently, accelerating learning cycles and unlocking new growth.
Ready to make smarter decisions faster? FERMÀT is here to help you test, learn, and win—on your terms.
Landing page split testing is no longer optional—it’s foundational to building smarter, more effective digital experiences. As customer behavior shifts rapidly and competition intensifies, the brands that succeed are the ones who learn faster and adapt quicker.
FERMÀT gives you the tools to do just that. By blending intuitive testing with immersive, shoppable experiences, FERMÀT empowers your team to optimize not just landing pages, but the entire buying journey.
So whether you're fine-tuning a headline, testing a new format, or launching a new campaign—let every experiment bring you one step closer to breakthrough performance.
Start testing smarter. Start testing with FERMÀT.
A/B testing compares two versions of a single element (e.g., two different headlines), while multivariate testing tests combinations of multiple elements at once (e.g., headline + image + CTA). A/B testing is typically faster and easier to analyze, making it ideal for landing pages.
A test should run long enough to reach statistical significance, often 1–2 weeks depending on your traffic volume. Ending a test too early can lead to misleading results.
Yes! Many tools—including platforms like FERMÀT—are built to let marketers and non-technical users run split tests easily without writing a single line of code.
Start with two (A and B) to keep the test clean. Once a winner is found, you can iterate and test again. Testing too many variants at once can slow results and complicate analysis.
Not if done correctly. Tools that follow SEO best practices (like using rel="canonical" and avoiding cloaking) won’t harm your rankings. Keep tests short and avoid permanent duplicate content.
Key metrics include conversion rate, bounce rate, time on page, scroll depth, and engagement with specific CTAs or elements. Your goal will dictate which metric matters most.
Not at all. While eCommerce benefits greatly, any website aiming to drive user actions—like signups, downloads, or bookings—can gain value from split testing.
Mobile users often behave differently than desktop users, so it’s smart to segment results by device. Sometimes, a variation that works well on desktop may underperform on mobile.
Regularly. Consumer preferences change, seasons shift, and campaigns evolve. Revisit winning pages every few months to retest and refine based on new data.
Common pitfalls include testing too many changes at once, ending tests too early, ignoring statistical significance, and not testing on enough traffic. Also, avoid assumptions—let the data lead.