Most SaaS teams spend their testing budget on headlines and CTA button colours — the easy, visible stuff. Meanwhile, the experiments that consistently deliver 2×–3× returns sit untouched. Here are five tests worth prioritising in 2026, ranked by the size of the opportunity.
Testing means choosing a direction — but the data should make that choice obvious.
Removing your navigation bar from a landing page lifts conversion by 288% on average, and personalising the CTA adds another 218%. These aren't incremental wins — they're structural separations between average pages and top performers. — 2026 Growth Marketer Survey
1. Remove the Navigation Bar
The single highest-ROI test in the survey data is also the one most teams are afraid to run: stripping the nav entirely on campaign-specific landing pages. When a visitor arrives from an ad or email with full navigation visible, you're handing them a set of exit doors before you've even made your case. Remove them.
Test: create two versions of your highest-traffic campaign page — one with your standard nav, one with only a logo. Run for at least two weeks. The result will likely be the most impactful single experiment your team runs this year.
2. Personalise the CTA Copy
"Start free trial" works. "See how [Company] cuts churn in 30 days" works materially better for a churn-reduction segment. CTA personalisation is one of the largest single-tactic gains in the 2026 survey — and it doesn't require a complex personalisation platform. Even basic UTM-parameter-driven copy swaps deliver significant results.
Map your top traffic sources to specific CTA variants. Visitors from branded search are further along the funnel than visitors from a top-of-funnel content piece — their CTA should reflect that.
3. Test Dedicated Landing Pages vs. Your Product Page
If you're routing paid search clicks to your main product page or homepage, you're converting at roughly one-third the rate a dedicated page would deliver. The survey documents a 209% performance gap between purpose-built campaign pages and generic product pages.
Start with your highest-spend ad group. Build a page for that intent and audience alone, run it head-to-head against your current destination, and measure the change in cost per acquisition.
4. Add Video Above the Fold
Video on landing pages lifted conversion by 91% in 2026 — up from 80% the year before. The bar for "video" here is low: a 60-second product walkthrough, a screen recording, or a customer testimonial all qualify. The goal is reducing time-to-trust, and video does that faster than any amount of copy.
5. Move the CTA Above the Fold
This one feels obvious, and yet scroll maps on most SaaS landing pages show the primary conversion action sitting below the fold. An above-the-fold CTA delivers a consistent ~20% lift year after year. If your visitors have to scroll to find out what you want them to do, fix that first.
The common thread across all five tests is focus: each one removes a distraction, tightens the message, or reduces the effort required from the visitor. Run them in order — navigation removal first, then CTA personalisation — and you will know within a month whether you're leaving significant conversion on the table.