The micro part with the biggest impact: changing above-the-fold content
Posted: Thu Feb 06, 2025 8:10 am
Best micro variant
Every page has an above the fold ATF section. This is what visitors see before they scroll to the rest of the page. The content section placed in the ATF determines whether the visitor continues to scroll.
Specifically, rewrite your headline and subheader copy. The headline is your first hook. So if you’ve been unknowingly presenting your visitors with an unappealing message, fixing it might make a difference.
Prioritize AB testing
AB testing has an opportunity cost; you only have so many canada mobile database visitors to test with. So prioritize with aplomb.
Here are the factors I considered:
Confidence — How confident are you that the test will be successful? You can build confidence by understanding your users better: surveying them, monitoring their behavior, and studying your past ABs. That said, sometimes wild, unexpected tests work best.
Impact – If the test is successful, is it likely to significantly increase conversions? The less optimized the launch landing page is, or the more macros you propose to test, the greater the potential impact. Higher impact tests should be run first.
Implementation – How easy is it to implement? Is the technical or operational complexity too great? If so, de-prioritize testing if you have an equally strong opinion that requires less implementation.
Uniqueness - Is your new test close to a previously failed test? For example, are you also changing the color of a button further down the page after the previous button color change on the page failed?
Every page has an above the fold ATF section. This is what visitors see before they scroll to the rest of the page. The content section placed in the ATF determines whether the visitor continues to scroll.
Specifically, rewrite your headline and subheader copy. The headline is your first hook. So if you’ve been unknowingly presenting your visitors with an unappealing message, fixing it might make a difference.
Prioritize AB testing
AB testing has an opportunity cost; you only have so many canada mobile database visitors to test with. So prioritize with aplomb.
Here are the factors I considered:
Confidence — How confident are you that the test will be successful? You can build confidence by understanding your users better: surveying them, monitoring their behavior, and studying your past ABs. That said, sometimes wild, unexpected tests work best.
Impact – If the test is successful, is it likely to significantly increase conversions? The less optimized the launch landing page is, or the more macros you propose to test, the greater the potential impact. Higher impact tests should be run first.
Implementation – How easy is it to implement? Is the technical or operational complexity too great? If so, de-prioritize testing if you have an equally strong opinion that requires less implementation.
Uniqueness - Is your new test close to a previously failed test? For example, are you also changing the color of a button further down the page after the previous button color change on the page failed?