This research investigates the influence of modifications in headlines and calls-to-action (CTAs) on the conversion rate of e-learning video platforms. A/B testing was conducted on several landing page elements, emphasizing headlines and calls to action (CTAs). ANOVA analysis revealed significant differences in click behavior among the examined variables, whereas session time did not demonstrate significant changes. The findings indicate that modifications in headlines and calls to action can influence user engagement and conversion rates without altering the duration of page visits. In accordance with Conversion Rate Optimization (CRO) principles, novel variations were evaluated, demonstrating that benefit-focused headlines and urgency-driven calls to action yielded the highest levels of engagement and conversion rates. The research offers practical suggestions for enhancing landing page efficacy in the online education sector.