The First Thing You Should A/B Test

January 7, 2015

It’s tempting to test each and every element on our landing page. However, changing more than one element in the same page will cause our experiment to be less effective, because it will be hard for us to discover what cause the change.

It is important to test only one thing at a time. Run a few tests one after another, but do not run them all at the same time.

So, what should you run first?

Photo by Michael Vallejo

A/B Test Your Story, First

It is important to know what to test first. The main button? Background image? The titles?

The first thing you should test is your story. Are your visitors getting your message? Is it clear enough?

Simon Sinek does a great job by explaining why people do what they do:

“People don’t buy what you do, people buy why you do it”.

Always think like a customer, and customize your landing pages based on “why”.

Test a few variations of different stories until you will find out what is best for your audience.

One Message to Rule Them All

Your landing page is your customer’s final destination, but changing its message is not enough.

You should always look at the whole flow process, and usually it starts with your ad; inconsistency in your message can cause confusion, which lead to low conversion rate.

Test each message variation, both on your ads and your landing pages, at the same time. This way, you will know what is the best message for your potential customers, and they will enjoy consistency experience.

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