A method.
THE APPROACH
Find where visitors leave Form a view about why Change one thing Measure Keep or revert
WHAT TO CHANGE FIRST
The largest drop-off point.
WHAT USUALLY PRODUCES THE LARGEST GAINS
Making the action clearer and easier Answering the question the page ignored Adding evidence you are real Fixing mobile problems Showing prices
WHAT PRODUCES SMALL GAINS
Button colours Minor wording changes
Those are worth testing only once the large things are fixed.
HOW LONG TO MEASURE
Long enough for meaningful numbers.
For a small site, a month.
WHAT TO RECORD
What you changed, when, and the result.
Without that, you repeat experiments.
WHAT NOT TO DO
Change several things at once Judge on a few days Revert at the first complaint
WHAT SUCCESS IS
More enquiries from the same traffic.
