The document discusses best practices for landing page testing and optimization. It recommends a testing roadmap that begins with A/B testing different page layouts, then multivariate (MV) testing different content combinations, and repeating the process. A key part of testing is the "hero vs. challengers" approach of comparing a top performing page against challengers. Other tips include using prominent headlines, clear calls to action, and social proof. The goal of testing is to continuously improve conversions.
7. > The holy trinity of testing
1. The headline
– Have a headline!
– Headline should be concrete
– Headline should be first thing visitors look at
2. Call to action
– Don’t have too many calls to action
– Have an actionable call to action
– Have a big, prominent, visible call to action
3. Social proof
– Logos, number of users, testimonials,
case studies, media coverage, etc