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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Common Testing Issues

Regardless of the page rendering approach that you choose, there are some general issues that impact all landing page tests.

Measuring and Counting

What exactly are you trying to optimize? This might seem like a simple question, but it deserves a second look. How you measure and record data during your test will have a profound impact on the results (and your test’s validity).

Fixed Value vs. Variable Value

In many cases, your conversion actions all have the same estimated or actual revenue value (e.g., form-fills, downloads, registrations, or clickthroughs). For tests involving a single action with the same value, you can simply count the number of conversions, and use basic statistical tests (such as the t-test described ...

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