5 Landing Page Elements SaaS Founders Should Always A/B Test
Not all A/B tests are created equal. You can run 100 experiments on low-impact elements and barely move the needle. Or you can focus on the 5 elements that drive 80% of conversion outcomes and compound your growth fast.
Here are the 5 landing page elements every SaaS founder should be testing — in priority order.
1. The Hero Headline
Why it matters: Your headline is the first (and often only) thing a visitor reads. Studies consistently show visitors decide whether to stay or leave within 5 seconds — before they see anything else on the page.
What to test:
- Problem-focused headline vs. outcome-focused headline
- Before: "The Smart A/B Testing Platform"
- After: "Run A/B Tests on Your Website in 5 Minutes — No Dev Required"
- Short headline (5-7 words) vs. long headline (10-15 words)
- Including numbers vs. no numbers ("3x Your Conversion Rate" vs. "Improve Your Conversion Rate")
- Addressing a specific audience vs. broad appeal ("For SaaS Founders" vs. general)
Average lift: 15–40% improvement in time-on-page and sign-up clicks
2. The Primary CTA Button
Why it matters: The CTA is the single most important conversion element on your page. Even small changes in copy, color, placement, or size have outsized impact on click-through rates.
What to test:
- CTA copy: "Start Free Trial" vs. "Get Started Free" vs. "Try It Free — No Credit Card"
- CTA color: High-contrast color vs. brand color
- CTA placement: Above the fold vs. repeated throughout the page
- CTA size: Standard button vs. oversized prominent button
- Friction reducer: "No credit card required" text under the button vs. none
Average lift: 10–25% improvement in CTA click-through rate
3. Social Proof Section
Why it matters: SaaS buyers are inherently risk-averse. Social proof reduces perceived risk and increases trust. But how you present social proof matters as much as whether you present it.
What to test:
- Customer logos vs. written testimonials vs. both
- Named testimonials with photos vs. anonymous quotes
- Specific result metrics vs. general praise ("Increased our trial sign-ups by 34%" vs. "Great tool!")
- Social proof position: Above the fold vs. below the hero vs. at the bottom
- Number of testimonials: 3 vs. 6 vs. 10+
Average lift: 12–20% improvement in overall page conversion rate
4. The Pricing Section Format
Why it matters: Pricing pages are high-intent pages — the people who land there are seriously considering buying. Small changes in how you present pricing can have dramatic effects on plan selection and conversion.
What to test:
- Number of pricing tiers: 2 vs. 3 vs. 4 options
- Default toggle: Monthly vs. annual (annual default often increases LTV)
- Most popular plan highlighting: "Most Popular" badge vs. no badge
- Price anchoring: Showing the most expensive plan first vs. cheapest first
- Free plan visibility: Including a free tier vs. free trial only
Average lift: 18–35% improvement in plan selection and upgrade rate
5. The Hero Visual
Why it matters: The image or video adjacent to your headline is the second thing a visitor's eye lands on. It either reinforces your value proposition or creates cognitive dissonance.
What to test:
- Product screenshot vs. illustrated graphic vs. explainer video
- Dashboard-heavy screenshot vs. single key feature highlight
- Real customer face/photo vs. product UI only
- Animated GIF showing the product in action vs. static screenshot
- Dark mode vs. light mode UI screenshot
Average lift: 8–20% improvement in hero section engagement
How to Sequence These Tests
Don't run all 5 at once. Test in priority order:
- Headline — highest impact, quickest to test
- CTA — directly tied to conversion action
- Social proof — builds the trust needed to click the CTA
- Pricing — impacts revenue per conversion
- Visual — polish after the message is optimized
Run each test for a minimum of 2 weeks. Use Lemora to set up these experiments without any engineering work — change any element on your page directly from the dashboard.
The Compounding Effect
If each of these 5 tests lifts your conversion rate by just 10%, the compounding effect is substantial:
- Baseline: 3% conversion rate
- After Test 1: 3.3%
- After Test 2: 3.63%
- After Test 3: 3.99%
- After Test 4: 4.39%
- After Test 5: 4.83%
That's a 61% overall improvement from 5 focused experiments — without spending a penny more on traffic.
Ready to start? Build your first A/B test on Lemora — setup takes under 10 minutes.
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