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Home > English > Marin University > Marin On-Demand > Training: Testing Landing Pages

Training: Testing Landing Pages

What You'll Learn

In this article, we'll show you how to:

  • Test your landing pages so that you can decide which performs better.
  • Choose between the two types of landing page testing to decide which works best for you. 

Did you know? Just like creative testing, you can use the A/B Test column from the View Builder to view test results in the grid anytime. 

What is Landing Page testing?

An important part of managing your campaigns is having the confidence that they'll perform to your expectations. One great way to test out the landing pages you're using is with the Platform's built-in A/B Testing Tool. This is available from the main Creatives grid, and is a great way to gain valuable insight into your campaign's potential performance.


In a nutshell, our A/B testing tool works like this: You simply assign a new landing page to each one of your creatives, then run an A/B test. After a certain length of time, you'll be able to see which landing page is better at driving the actions you want to see -- such as clicks and conversions.

There are two main options for your landing page test:

  1. You can either test multiple new landing pages and see which works best.
  2. Or you can test a single landing page against an existing landing page to see which comes out on top. 

If it sounds useful, that's because it is -- and here's how to use it yourself. 

A note about creative testing

Part of the landing page testing process relies on a number of set criteria which can be customized depending your unique goals. You'll find a detailed explanation of these settings in our Creative Testing Training article, so be sure to run through that article before continuing with landing page tests. 


Best Practices

Before we dive into the details of setting up your Landing Page Test, let's take a look at a few best practices.


  • We recommend you remove your keyword-level URLs to be your landing pages are being served at the creative level.
  • Be sure your landing pages are close in theme to make sure your creatives stay relevant in order to keep quality scores up. 
  • If you're testing across muliple campaigns or groups, tag your creatives with dimensions in order to determine aggregate best performers. 
  • When you have a winner, pause your losing creatives and continue the testing process. 
  • Your publisher campaign settings should be set to Rotate Indefinitely

See it in action

Join a member of the Marin Software team as we explain the ins-and-outs of the Platform's landing page testing process in one bite-sized video. You'll learn everything you need to get started testing your landing pages right away. 

Click the play button to get started.  (Length: 3:57). 



How to

There are two stages to a landing page test: setting up the test itself, then analyzing performance. We'll guide you through each stage below.

Note: When setting up a landing page test, we recommend using creative-level URLs. To learn more about setting your URLs at this level, check out our guide for Upgraded URLs here and our guide for standard, non-upgraded URLs here.

Note: The Landing Page testing feature current supports creatives using the pre-Upgraded URL structure. Support for creatives using the Upgraded URL structure will be added in the future releases.

Setting up your landing page test

In this section we'll run through the process of setting up a landing page test for one of your creatives. As always, we'll start by logging into the Platform, then just follow the steps below.

  1. First, navigate to the main Creatives tab.
  2. Next, use the checkboxes on the left side of the grid to select the specific creative you'd like to test your landing pages with. This will be known as our 'original creative' for the remainder of this step-by-step guide. 
  3. Click the A/B Test button above the grid. lp4.jpg
  4. Now you'll have two options, as explained below.
    • New creatives/landing pages. This option allows you to add as many new landing pages as you'd like. This will create a new creative for every new landing page, using the same headline etc. as the original creative. 
    • Test new landing page vs. existing. This second option allows you to add one new landing page which will be pitted against the existing landing page for the original creative. This second option will add just one new creative to the group. 

      Note: This choice will become a little clearer during step 7 of this guide, so please read all of the steps before making your changes. 

  5. Once you've decided on the type of landing page test you'd like to carry out, simply enter your new landing page URL(s) into the box below.

  6. The final choice you'll need to make is whether or not to check the Automatically pause other creatives in this group box. For the best results from your creative tests, we'd recommend that you leave this box checked. 
  7. Once you click Save, a couple of things will happen depending on which option you chose. Here's an explanation of each possibility:

    • If you chose the New creatives/landing pages option, the original creative, as well as all other existing creatives in this group, will be paused. Only the new creatives / landing pages will be tested against one another in this case. 
    • If you chose the Test new landing page vs. existing option, the original creative will not be paused, but all other existing creatives in the group will be. In this case, your new creative / landing page will be tested against the original creative.  
  8. That's it, you're all done. Your landing page test is now set up and ready to run. You can now decide exactly how long you'd like the test to run, and then it'll be time to analyze the results. 

Analyzing your landing page test results

After you've waited your chosen period of time for testing, it's time to discover your winners! Here's how to do that...

  1. From the main Creatives tab, look at the Filters section on the left of the screen.
  2. From the A/B Test section, you can choose to show All of your test results, or filter specifically for Winners, Losers or a Draw. These values are decided based on the criteria you set in the steps outlined in our Creative Testing Training article. 


You can also use the View Builder to see the results of your landing page tests in the grid. Just follow these steps:

  1. From the main Creatives tab, click into the View Builder.
  2. From the Advanced section of the View Builder, click the relevant checkbox for the A/B Test column.


  3. Finally, Save your new view and the A/B Test column will appear in the grid with the relevant results shown.

  4. As explained in our Creative Testing Training article, the Platform bases its decisions for winners and losers on a number of factors. You can read that article again if you'd like a refresher on changing these settings.

Try it yourself

Are you more of a hands-on type of learner? No problem. With our interactive section below, you can try out landing page testing from the comfort of this very article. No live data is linked at all, so you're totally free to take your time and learn at your own pace. 

Get started by clicking below. 


Want to know more?

Landing page testing is one of the most useful tools the Platform offers, and it's intrinsically linked to many other features. Below are a few related articles that may offer some additional insight. Just click an article to read it now.


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