What to Test
Prioritizing experiments.
Why Prioritize What You Test
You can test almost anything, but testing time and traffic are limited. Smart marketers choose tests by potential impact, not curiosity.
A good test targets a page or step that touches many users and sits close to revenue. Testing a button color on a low-traffic page wastes weeks for little learning.
Find High-Leverage Pages
Start where the money flows. Map your funnel and look for the steps with the biggest drop-off and the highest traffic.
A checkout page with 40% abandonment and 10,000 monthly visitors is a far better target than a thank-you page nobody complains about.
Funnel drop-off audit
Landing -> 100%
Product page -> 62% (-38%)
Add to cart -> 28% (-34%) <-- biggest leak
Checkout -> 19%
Purchase -> 11%