When it comes to conversion rate optimization (CRO), the best decisions aren’t based on guesswork, they’re based on data. And two of the most powerful tools in the CRO toolbox are A/B testing and heatmapping.
At Brandastic, we recently ran a comprehensive CRO analysis for our client, Preat, that combined both of these methods. The goal? To uncover how users actually interact with landing pages and to make smarter, performance-driven decisions from that behavior.
Here’s what we found, what we learned, and how your business can use these same tools to improve your digital experiences.
Why A/B Testing and Heatmapping Work So Well Together
On their own, A/B testing and heatmapping are powerful CRO tools. But together, they create a feedback loop that bridges quantitative results with qualitative behavior, giving marketers a much clearer picture of what’s working and why.
A/B testing is ideal for measuring performance. You can directly compare two versions of a webpage or design element and determine which version leads to more conversions, clicks, or engagement. It’s statistical and results-driven. You get hard numbers that tell you what version performs better.
Heatmaps, on the other hand, show you the story behind the stats. They visualize where users are clicking, how far they scroll, and where their attention (or frustration) lies. This is especially helpful for understanding behaviors like:
- Clicking on elements that aren’t interactive (dead clicks)
- Skipping past important content (low engagement zones)
- Spending time on unexpected areas of a page
When you combine the two, you’re no longer just seeing whether Version A beats Version B; you understand why. For instance, if your A/B test shows a drop in conversions on a new page, the heatmap might reveal that users are confused by layout changes or frustrated by elements that appear clickable but aren’t.
This tandem approach allows you to move from assumptions to actionable insight. Instead of guessing at reasons for performance differences, you can confidently say, “Users are engaging here, but not there; let’s adjust.” Over time, these small, data-backed adjustments add up to big improvements in both user experience and conversion rates.
In short:
- A/B testing tells you what works better
- Heatmapping tells you why it works (or doesn’t)
- Together, they help you design with intention and test with precision
It’s one of the smartest ways to take the guesswork out of CRO and build pages that perform better on purpose.
Key Findings from the Preat CRO Test
We tested a new version of Preat’s landing page against their existing one to understand performance differences.
1. Heatmapping Insights: Where Attention and Frustration Live
Dead Clicks
One of the most revealing findings was the high number of “dead clicks,” user clicks on non-clickable elements. This creates friction and confusion, especially on images that appear tappable but don’t lead anywhere. A best practice moving forward: if it looks clickable, make it clickable. Especially with product imagery.
Scroll Behavior
The scroll map showed strong engagement around the product section but a sharp drop-off afterward. Content placed below this section, especially content unrelated to the product, was largely ignored. This tells us that once users are done evaluating products, they aren’t sticking around for unrelated messaging.
Pro Tip: Use this opportunity to cross-promote related categories or inventory products similar in type, category, or price, to hold attention and increase time on site.
2. A/B Test Results: A Tradeoff Between Traffic and Conversions
Impressions
The new landing page achieved significantly higher impressions. Statistically, there’s a 95% chance of a 4.1% to 29.6% improvement in visibility compared to the original. This means the new version likely had a better ad relevance score or Quality Score, making it more favorable in paid campaigns and gaining more traffic.
Conversions
But here’s the twist: while the new page got more eyes, it didn’t convert as well. Conversion rates were noticeably lower than the original.
We identified several potential causes:
- Dead clicks and confusing layout hurt the user experience
- Slower load times reduce the likelihood of conversions, especially on mobile
- The original page felt more familiar, with a straightforward “shopping” interface that users could easily navigate
The Big Takeaway: Balance Experience and Exposure
This test gave us a clear insight: the new page was better at getting traffic, but the original page was better at converting that traffic. Our recommendation? Merge the best elements of both in the next test:
- Keep the visual and structural elements that improved impressions
- Retain the intuitive layout and product-focused simplicity of the original page
- Address technical pain points like slow load times and unclickable elements
This is the power of iterative testing: every experiment uncovers what to refine, combine, or remove for the next round.
What This Means for Your Business
If you’re investing in paid media or relying on landing pages to drive sales, conversion-focused design should never be static. Here’s how to get started:
🔹Use Heatmaps to Understand User Behavior
They help you identify scroll depth, frustration points, and where users drop off.
🔹 Run A/B Tests with Purpose
Don’t just change colors or button text; test meaningful variations in layout, messaging, and structure.
🔹 Measure Both Quality and Quantity
It’s not just about traffic. Conversions, dwell time, bounce rate, and engagement all tell the real story.
🔹 Always Think Like a User
If a page element feels clickable, make sure it is. Keep the flow intuitive, and don’t force unnecessary content onto the page.
Ready to Turn Clicks Into Conversions?
Conversion rate optimization is more than a marketing tactic, it’s a growth engine. Whether you’re running paid ads, email campaigns, or relying on organic traffic, CRO helps you make the most of every visitor. And the best part? You don’t have to increase your ad spend to see better results.
If you’re looking to better understand how your website is performing or just want a second set of eyes on your digital strategy, we’re here to help.
At Brandastic, we believe smart marketing starts with real insight. Whether it’s A/B testing, heatmapping, or overall performance, we help brands uncover what’s working and what could work better. Curious about what we’d recommend? Schedule a free consultation with our team. We’ll take a look, share some ideas, and help you move forward with confidence.
