Bryan explains why you should have a purpose in mind before you begin testing. He then discusses many of the elements that go into a landing pages and lists many variations of those elements that you should be testing. Bryan continues his discussion of the elements of landing pages that you should be testing.

Conference Call: April 30th, 2008

Length: 1 hour 6 min.

You will learn:

• Why testing is all about motivations and influencing people
• Why you should have a hypothesis before testing
• Five dimensions to consider for landing page elements
• Three questions you need to ask to build persuasive landing pages
• How to grab the attention of your visitors
• Three ways to test headlines
• Twelve things to consider when testing copy
• Eight variables to consider when designing buttons
• Why your buttons should contrast sharply with the design of your site
• Seven ways to implement forms on your website
• The 30 key optimization factors for landing pages
• Why you should pay attention to your testing failures
• Why you need to quantify testing results in dollar figures
• Where you should start if you've never done testing before