Hi,

I work for a FinTech saas company and we A/B all over our website. Not sure if you have done this already, but do you have a clearly defined ideal customer (buyer persona)? I mean a vivid picture of what your ideal client is like? where they are located (if that's relevant), their buying pattern, what are the most come pain points/issues they need assistance with (i.e. how your product/service helps them), age group, social demographics...

This alone will give you a lot of information on who to target, and how they would find your services in the first place.

You can then start to create content around these audiences (compeling headlines, relevant lead magnet, ...) and serve these content to different segment of your visitors based on traffic source, or key demographics as explained above.

Hope this helps
- Loic