What to test

Not all tests move the needle equally. Prioritize for impact.

High-impact tests

• Headlines
• Hero images
• CTA copy
• Pricing structure
• Form length
• Page structure (radical changes)

Lower-impact

• Button color
• Microcopy
• Font choices
• Minor visual tweaks

Skip

• Things with tiny traffic
• Changes you can't measure
• A/B tests driven by opinion not data