Landing page variants are different versions of the same landing page, each with slight (or sometimes major) changes to layout, messaging, imagery, or calls to action. The idea? To see which version gets more people to take the action you want – whether that's signing up for an email list, buying a product, or something else entirely.

By putting these different versions in front of real visitors, you can learn what truly grabs their attention and motivates them. It's like running mini-experiments to understand your audience better.

Why use landing page variants?

Landing page variants allow you to test and optimize your website without guessing what works. Instead of relying on a single design or message, you can create multiple versions tailored to different audiences, goals, or stages of your marketing funnel.

Some common reasons for using landing page variants include:

• Boosting conversions by testing button placement, colors, or CTAs.
• Tailoring messaging to different customer segments (e.g., by location or use case).
• Experimenting with layout to see if short or long-form content performs better.
• Running seasonal or promotional campaigns without needing to redesign the entire page.

Types of landing page variants

There are a few common types of landing page variants depending on how you're testing or targeting your audience:

A/B variants

These are two (or more) versions of a single landing page shown to different visitors. Each version might tweak just one element – like a headline, CTA button, or image.

Multivariate variants

Instead of changing just one element at a time, multivariate testing changes several parts of the page simultaneously to see how combinations of changes impact performance.

Personalized variants

These are tailored to specific visitor segments. For example, returning visitors might see different offers or testimonials than first-time visitors.

Mobile vs. desktop variants

Sometimes it's worth creating separate variants optimized for mobile and desktop users, especially if behavior differs by device type.

How to create landing page variants

Creating variants is easy with the right tools. Here’s how to get started:

1. Identify your goal – Do you want more signups? Better engagement? Define what success looks like.
2. Choose one element to test first – Keep it simple at first: headline, CTA text, or form length.
3. Use a website builder or A/B testing tool – Some platforms let you create and preview landing page variants without any coding.
4. Run the test and analyze results – Use analytics to compare which variant performs better based on your goal.
5. Iterate and refine – Testing isn’t one-and-done. Use results to make ongoing improvements.

FAQs about landing page variants

What’s the difference between A/B testing and landing page variants?

A/B testing is the method, and landing page variants are the thing being tested. Each version of your landing page is a variant shown to different visitors to compare performance.

How many landing page variants should I create?

Start with 2–3 to avoid spreading traffic too thin. As your site gets more visitors, you can test more versions or move on to multivariate testing.

Do I need special tools to run landing page variants?

Yes, using a website builder or A/B testing platform makes the process easier. Many modern tools let you duplicate a page, tweak elements, and track results without technical setup.

Will landing page variants affect my SEO?

Not directly. Most A/B testing tools use best practices like canonical tags to avoid duplicate content issues. However, you should avoid making permanent SEO decisions based on short-term test results.

Can I test more than just design elements?

Absolutely. You can test messaging, offers, social proof, testimonials, or even how long the page is. Anything that could influence a visitor’s decision can be a variable.

Improve your results with smarter landing pages

B12 helps you easily build landing page variants so you can make smarter design and content decisions that drive real business results. Get started with B12 today and start optimizing your landing pages today.