Here what you have to keep in mind when it comes to A/B testing a landing page:
1. Make sure that your reason for split testing is data-driven. Don't test just for the sake of it.
2. Understand the gaps where improvements are required.
3. Make the necessary changes - be it the copy, the images, or other elements.
4. Eliminate confounding variables.
5. Examine everything before your test goes live.
6. Make sure the traffic is coming from the same place, unless you’re split-testing your traffic sources or ads.
7. Keep a close watch - analyze the results and optimize.