Variants - Instapage Marketing Dictionary


Variants, in landing page marketing, refer to the alternative versions of a landing page used to test against a control. Depending on what’s being tested, those variants may feature a different headline, image, offer, etc. The goal of creating variants is optimization — to find a version of a landing page that performs better than the original.

"We cannot limit ourselves to continuing on the path we have already opened."

Amancio Ortega

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