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Digital Marketing Academy · Lesson

Testing What Converts

Hypotheses and metrics.

Why Test At All

Opinions about what converts are often wrong. Testing replaces guessing with evidence by comparing versions of a page against real visitor behavior.

Conversion rate optimization, or CRO, is the disciplined practice of running these tests to steadily improve results instead of redesigning on a hunch.

What an A/B Test Is

An A/B test shows version A to half your visitors and version B to the other half, then measures which converts better.

Because traffic is split randomly and at the same time, outside factors affect both versions equally. The difference in conversion rate points to the change you made.

A/B test setup:
Control (A): current headline
Variant (B): new headline

50% of visitors see A
50% see B
Compare conversion rates

All lessons in this course

  1. Anatomy of a Landing Page
  2. Message Match
  3. Reducing Friction
  4. Testing What Converts
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