Testing multiple landing page versions has always been a resource-heavy task for many marketers. Traditionally, even a minor tweak—like changing a headline or swapping a CTA button—meant duplicating the entire page and creating separate tracking paths for each variation.
In this case study, we break down how we completely removed that burden by using CPV Lab Pro’s MV Lab (multivariate testing tool) alongside PureLander, allowing us to test multiple variables on the same landing page—all without needing duplicates.
We wanted to test a lead generation landing page focused on a finance offer. The key elements we aimed to optimize were:
Instead of cloning 3–5 different pages for each variable, we used MV Lab inside CPV Lab Pro to perform all the tests within a single campaign setup.
We started by selecting a pre-made landing page from PureLander’s template library. The layout was clean, mobile-optimized, and allowed for easy editing of key elements.
We prepared 3 variations for each of the following:
Inside CPV Lab Pro, we created a new campaign and activated the MV Lab module. This allowed us to define the exact dynamic elements we wanted to test.
We tagged:
Each variable would be tracked separately, and CPV Lab would automatically rotate combinations for real traffic.
This step was crucial. Using the MV Lab dashboard, we input all the possible values for each element.
That gave us a total of 27 combinations (3x3x3) to be tested dynamically on a single landing page without ever duplicating it.
With all the variations set, MV Lab generated a custom JavaScript snippet. We inserted this code into the original PureLander HTML template, replacing the static elements with dynamic IDs.
This enabled the landing page to automatically rotate versions every time it loaded — both in preview and with live traffic.
Once the code was added, we sent controlled test traffic to verify everything worked as expected. Each refresh showed different versions of the page. Tracking worked flawlessly—each variation was logged with visitor behavior data (clicks, conversions, bounce rate).
After running the campaign for 7 days and driving 10,000+ visits, we noticed the following:
This approach is a game-changer for performance marketers. If you're still cloning pages for every A/B test, consider adopting a setup like this — it’s cleaner, smarter, and drives faster results.
In this case study, we break down how we completely removed that burden by using CPV Lab Pro’s MV Lab (multivariate testing tool) alongside PureLander, allowing us to test multiple variables on the same landing page—all without needing duplicates.
Project Objective
We wanted to test a lead generation landing page focused on a finance offer. The key elements we aimed to optimize were:
- Headline copy
- Main image
- CTA button color and text
Instead of cloning 3–5 different pages for each variable, we used MV Lab inside CPV Lab Pro to perform all the tests within a single campaign setup.
Tools Used
- CPV Lab Pro: Our primary tracker and multivariate testing platform.
- PureLander: A lander creation platform that lets you quickly set up and customize your landing page designs.
Step-by-Step Testing Process
1. Choose the Landing Page Design (via PureLander)
We started by selecting a pre-made landing page from PureLander’s template library. The layout was clean, mobile-optimized, and allowed for easy editing of key elements.
We prepared 3 variations for each of the following:
- Headlines (e.g., “Get Rich Quick” vs. “Build Wealth Slowly” vs. “Your Future Starts Now”)
- Main Image (two stock images and one animated graphic)
- CTA Buttons (Red “Start Now”, Green “Continue”, and Blue “Claim Offer”)
2. Set Up Campaign in CPV Lab Pro
Inside CPV Lab Pro, we created a new campaign and activated the MV Lab module. This allowed us to define the exact dynamic elements we wanted to test.
We tagged:
- headline1
- image1
- cta1
Each variable would be tracked separately, and CPV Lab would automatically rotate combinations for real traffic.
3. Configure Variations Inside MV Lab
This step was crucial. Using the MV Lab dashboard, we input all the possible values for each element.
- Headlines: 3 options
- Images: 3 options
- CTAs: 3 options
That gave us a total of 27 combinations (3x3x3) to be tested dynamically on a single landing page without ever duplicating it.
4. Generate Multivariate Testing Code
With all the variations set, MV Lab generated a custom JavaScript snippet. We inserted this code into the original PureLander HTML template, replacing the static elements with dynamic IDs.
This enabled the landing page to automatically rotate versions every time it loaded — both in preview and with live traffic.
5. Launch and Analyze
Once the code was added, we sent controlled test traffic to verify everything worked as expected. Each refresh showed different versions of the page. Tracking worked flawlessly—each variation was logged with visitor behavior data (clicks, conversions, bounce rate).
After running the campaign for 7 days and driving 10,000+ visits, we noticed the following:
- Winning Headline: “Your Future Starts Now” (38% of total conversions)
- Best Image: Animated graphic (43% of conversions)
- Top CTA: Green “Continue” button (45% of total clicks)
Key Takeaways
- No need to duplicate landing pages – Dynamic element testing is faster, cleaner, and more scalable.
- Multivariate testing helped us isolate which exact combo drove the best performance.
- Time saved on design, coding, and setup allowed us to launch more campaigns.
- Increased conversions by 22% compared to our previous static landers.
This approach is a game-changer for performance marketers. If you're still cloning pages for every A/B test, consider adopting a setup like this — it’s cleaner, smarter, and drives faster results.