How to Use A/B Testing on Mortgage Landing Pages

How to Use A/B Testing on Mortgage Landing Pages

Landing pages are the heartbeat of mortgage marketing campaigns. Whether you’re promoting refinancing, first-time buyer programs, or VA loans, a well-optimized landing page can turn visitors into qualified leads. But how do you know if your design, messaging, or forms are actually working?

The answer is A/B testing—a method that compares two versions of a page to see which performs better. For mortgage professionals, A/B testing provides data-driven insights to improve conversion rates and lower the cost of lead acquisition.

What Is A/B Testing?

A/B testing, or split testing, is the process of creating two versions of a landing page—Version A (the control) and Version B (the variant)—and sending traffic to both. The goal is to determine which page generates more conversions, such as:

• Pre-approval form submissions 
• Mortgage calculator completions 
• Calls from a landing page 
• Downloads of a homebuyer guide 

Instead of guessing what works, A/B testing gives clear evidence of borrower behavior.

Why A/B Testing Matters for Mortgage Landing Pages

Mortgage leads are expensive to acquire. If your landing pages aren’t optimized, you could be wasting ad spend and missing out on qualified borrowers.

Benefits of A/B testing include:

• Higher conversion rates with the same traffic. 
• Lower cost per lead from paid campaigns. 
• Clear insights into what resonates with your audience. 
• Reduced bounce rates by improving relevance. 

For mortgage teams, even a small improvement—like a 5% lift in form submissions—can mean thousands of dollars in closed loan volume.

Elements to Test on Mortgage Landing Pages

Not every change needs to be dramatic. Even small adjustments can have a big impact. Key elements to test include:

• Headlines – Test whether clear benefit-driven headlines (“Get Pre-Approved in 24 Hours”) outperform generic ones. 
• Call-to-Action Buttons – Colors, placement, and wording (e.g., “Apply Now” vs. “Get Started”). 
• Form Fields – Short forms vs. longer forms with more qualifying questions. 
• Hero Images or Videos – Test emotional imagery (a family in a new home) versus professional imagery (a loan officer meeting with clients). 
• Trust Elements – Adding NMLS numbers, security badges, or testimonials. 
• Content Layout – Minimalist pages vs. detailed pages with more explanations.

Best Practices for Running A/B Tests

To get reliable results, follow these principles:

1. Test one change at a time – Changing too many elements at once makes it unclear what caused the difference. 
2. Run tests long enough – Allow enough traffic to reach statistical significance before declaring a winner. 
3. Segment by device – What works on desktop may not work on mobile. 
4. Prioritize high-impact tests – Start with headlines, CTAs, and forms before moving to smaller tweaks. 

Avoid assumptions – Let the data guide you, even if the results are surprising.

Tools for A/B Testing Mortgage Landing Pages

Several platforms make A/B testing straightforward:

• Optimizely – Robust tool for enterprise-level testing. 
• VWO (Visual Website Optimizer) – Easy to use with heatmaps included. 
• Unbounce / Instapage – Landing page builders with built-in testing tools. 

Choose a tool that integrates well with your mortgage CRM and analytics.

Analyzing Test Results and Applying Insights

Once a test concludes, review not only conversions but also supporting metrics such as:

• Bounce rate 
• Average time on page 
• Click-throughs to CTAs 
• Device-specific performance 

If the test produces a clear winner, implement it permanently. If results are inconclusive, refine your hypothesis and try again. Continuous testing leads to ongoing improvement.

Examples of A/B Testing for Mortgage Teams

Here are a few real-world test scenarios mortgage professionals might run:

• Form Length: A two-field form (name + email) vs. a detailed application form. 
• Headline Style: “Your Path to Homeownership Starts Here” vs. “Get Pre-Approved for a Mortgage in Minutes.” 
• CTA Placement: Button above the fold vs. button after borrower testimonials. 
• Visuals: Lifestyle image of a family in their new home vs. image of a loan officer shaking hands. 

Each test provides valuable data about borrower preferences.

Combine Testing With SEO for Maximum Results

At LoanSites, we go beyond beautiful mortgage websites. We design landing pages built to convert—then use A/B testing and SEO strategies to make them even stronger.

With our Advanced SEO package, you’ll get:

• Keyword strategies that attract qualified borrowers. 
• Two custom blogs per week to build authority and rankings. 
• On-page optimization paired with testing insights. 
• Conversion tracking to measure real results. 
• Ongoing technical audits to ensure speed and performance. 

We deliver the best mortgage SEO results by combining testing, design, and strategy.

Schedule a call with us today.