It is often the small parameters that determine whether your visitors carry out the desired activity on a specific page whether it is a completed form, a downloadable pdf, a reservation or a purchase. A landing page can be designed in many ways and to find out which function and design that converts best implemented A / B tests. Loans or money in the bank? It is simply to show different versions of the same landing page for visitors and evaluate which one performs best. 50% of your visitors exposed to the A side and the other half for side B. Surprisingly often, a small correction to change the color of text or replace the image to make a big difference in how the page converts. The side that has the highest achievement of goals we continue to develop to continuously deliver increased value.