How to Think About Test Elements

If you did your homework after reading the previous chapters, you should have come up with a long list of potential problems and concerns about your site. These issues probably ranged from tactical problems to fundamental mismatches between your visitor’s goals and your landing page.

So how do you decide which ones are worthy of testing? The following filters will help you to separate the wheat from the chaff.

Breadth of Impact

The 80/20 Rule (the Pareto Principle) has been applied to a wide range of disciplines and observations. It predicts that a vital few (20 percent) are responsible for the vast majority (80 percent) of the results. If you apply this notion to landing page optimization, it follows that fixing ...

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