Before You Test
Start with data, not opinions
Use heatmaps and session recordings to identify real problems before forming hypotheses.
Write a clear hypothesis
"Changing X will improve Y because Z" - Be specific about what you're testing and why.
Calculate required sample size
Know how long your test needs to run based on your traffic and baseline conversion rate.
High-Impact Test Ideas
If you're not sure what to test, start with these proven high-impact areas:
- Headlines: Often the biggest lever for landing page conversions
- Call-to-action text: "Get Started" vs "Book a Call" vs "Try It Now"
- Button color and size: Make CTAs impossible to miss
- Social proof placement: Reviews, testimonials, trust badges
- Form length: Fewer fields often means higher completion
- Pricing presentation: Monthly vs annual, with/without discounts
- Hero images: Product shots vs lifestyle images vs illustrations
During the Test
Don't make changes mid-test
Any modification invalidates your results. Start a new test instead.
Run for full weeks
User behavior varies by day of week. Always run tests for at least 7 days.
Monitor for bugs
Check session recordings for the variant to catch any unexpected issues.
After the Test
- Document everything: Record hypothesis, results, and learnings
- Share with stakeholders: Build a culture of experimentation
- Plan the next test: Winners and losers both generate new hypotheses
- Calculate business impact: Translate lift into revenue or key metrics
Common Mistakes to Avoid
Testing too many things at once
You won't know what caused the change. Test one hypothesis at a time.
Stopping at the first sign of a winner
Early results fluctuate wildly. Wait for statistical significance.
Ignoring losing tests
A "failed" test is still valuable data. Document what you learned.
Copying competitors blindly
What works for them may not work for you. Test everything.
Pro Tips
Use session recordings
Watch users interact with your variations to understand the "why" behind your results.
Segment your analysis
A test might win for mobile but lose for desktop. Always check segments.
Keep a testing backlog
Prioritize test ideas by potential impact and ease of implementation.
Think long-term
Small wins compound. A 5% improvement each quarter = 22% annual gain.