Traffic Testing Landing Pages

By Justin HittFebruary 1

How much traffic would you send to a web landing page as the absolute minimum in order to make a decision on which test is best? I want to start split testing landing pages. — Carter Maya

Split testing landing pages is where you share traffic between two variations of the same page. Each page tests for specific copy writing changes or layout, both the same desired result. This is a great way to see what really works for your business website.


The more traffic you can get the better your test, however, too much traffic and you may lose the benefit of such testing by missing visitors actions. Two questions I frequently get:

  • How much traffic do you need to have a valid test?
  • How can you make traffic testing more valid?
  • How long should I run a test and does it make a difference?

The amount of traffic you need really depends on how accurate you want to be. I'm doing A/B splits on landing pages and usually look for 1500 unique visitors per side and 100 leads to stop a test.
For sales I look for which page hits break even first, but often have a great back end so I use what I learn to add a third weighted pages. Still a minimum of 1500 unique visitors (not page views.)
Statistically you need between 1,500 and 2,500 unique individuals to have about 80% accuracy in your results. However, traffic quality, source, and many other factors contribute to the results you get.
Because traffic quality matters, I usually test with just pay-per-click traffic or a fixed set of marketing campaigns. This way the majority of visitors I've driven to the site with my own lists.
If you see a strange drop off in your testing, be sure to go over traffic logs looking for changes in source. You may need to extend a test if you have a dramatic change, or shorten the test if quality looks strong.
Very often instead of just stopping the test, I'll shift traffic based on source because some traffic converts better on one page than the other. This requires some technical support but better tunes your message into those who want to take action.
Ultimately the only thing that tells you the success of your testing is how those leads or sales do as customers. This is why source tracking is important. I've found some landing pages that work better in the summer than in the winter, and this information is useful too.
When I work with clients I need them to have a high visitor count of at least 500 unique visitors a day. Anything less than that makes testing take forever. While everyone wants a rule of thumb in this area, your results will vary.
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Justin Hitt

About Justin Hitt

A business analyst who specializing in sales generating marketing copy. Author, copywriter, and publisher of newsletters that help clients transform business relationships into profits guaranteed. Reach him by Fax at +1 (877) 486-8461

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