Lesson objectives
- Set up the measurements a landing page needs
- Decide when an A/B test is realistic
Measure first
Before changing anything, record visitors, conversions and conversion rate by traffic source. Mobile and desktop often behave very differently - check both.
Qualitative before quantitative
Session recordings and heatmaps show where people hesitate, what they ignore and whether they reach the form. A short on-page survey ('What's stopping you today?') can reveal objections numbers never will.
When to A/B test
A/B tests need enough conversions to produce a reliable answer. On low-traffic pages, tests can run for months without a clear result. In that case, make bold, well-reasoned improvements and compare periods carefully instead.
Action steps
- Install a heatmap/recording tool on your landing page
- Watch ten recordings and note three patterns
Checklist
- Conversion tracked by source and device
- I've watched real sessions
- I know whether I have enough traffic to A/B test