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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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Overview of Testing Methods

There are two key activities in landing page optimization:

  • Deciding what to change and coming up with alternative landing page versions
  • Verifying the impact of the changes on your audience

Choosing what elements to test and deciding on alternative versions is very important. If you do not test changes that have a significant impact on conversion, it does not matter how you verify the impact—there won’t be any. At the same time, it is critical to understand the benefits and limitations of each testing method.

Several factors determine the testing method that you should use:

  • The size of your search space
  • Your available landing page traffic levels
  • The desired level of confidence in the test outcome
  • Whether you want ...

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