When you are planning to build a new product or service, you often have multiple features and functionalities in mind that could benefit your customers. In order to understand which of these are the ones with the highest market demand and what to prioritise, you should use multiple landing pages within one test, each page highlighting a different variant or feature set of your product. This can save you lots of time and money spent on features that are less important than others.

Get better results with multiple variants

It's important to have a clear distinction between each of them to derive clean and distinct results from each variant of the test. Setting up a landing page test with clearly differentiated variants within the same test will help you understand for example:

TauchApp (DiveApp, in English) decided on the feature set for their MVP before building it by performing a landing page test with multiple landing pages, while each page highlighted one clearly distinctive variant. Each of the variants highlighted a different key feature of their product idea. Read the case study here: https://www.gethorizon.net/case-study/tauchapp)

Focus on visual differentiation, not only copy

No matter how many variants you would like to test demand for, it is crucial that you focus on changing the obvious aspects of each variant’s landing page, and less on the details. Although the copy of your ads and landing pages are important for converting unique visitors that are interested in your offering and for supporting your visuals, it’s not enough alone to really achieve significant differentiation between your variants. We see more success when Horizon users that set up a landing page test focus on visual differentiation between each variant.

This is especially important for the creatives of the marketing ads as well as the header section of your landing pages. These stages are the first two touchpoints in the customer journey with your product idea. Both parts are decisive for whether a potential customer is interested in your product and the variant he or she is seeing on the ads or landing page visuals.

What significant differentiation can look like

Specific visuals for your marketing ads

Your ads are the first touchpoint of potential customers with the variant you are advertising for. When visitors look at an ad, they are naturally drawn to its visuals, which in the end determines whether or not they will click on it and visit the landing page of your variant or not.

Variant 1 - Transparency Variant 2 - Speed Variant 3 - Community

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BauernPost is a quick commerce business idea for local and organic groceries. The variants are tested as feature sets, therefore the value propositions vary between them. The three ad variant examples above have only one distinctive differentiation - the header text. This will be the defining factor for whether or not someone will click on the ad and be directed to its landing page. By the way, BauernPost is a business that was tested via Horizon and went live successfully. You can see their website here. 🚀

Distinctive header for each landing page

Similarly, when a visitor is on your landing page, the visuals in the header section are the defining factor on where or not the visitor will explore your page further and submit interest in your product variant by signing up, or exit right after the page loaded. The headline and other copy that appear in the first view of visiting should just be considered as a support for the visuals to underline the features of the variant you are showing on the landing page.

We created this Miro board for you. It shows 3 examples of landing pages, each of them highlighting a distinctive feature set for BauernPost.