All too often, people use ‘slice-and-dice optimization’ methods to test variables on their landing pages. Ultimately, it's about more than just changing a color, or moving things around. Bryan Eisenberg tells us why testing is about understanding the customer's motivation, and the critical issues that make people convert. He’ll show you proven methods that will make an impact and increase conversion rates.

Length: 34 min.

You will learn:

• Understanding what motivates and influences people
• Why you need a hypothesis for what will have an impact
• The importance of testing for impact, not variations
• The 3 types of action pages
• 9 variables to include in your landing page and 5 dimensions to rate them
• How to get your customers' attention -- and keep them engaged
• 8 different button variables
• 7 variables for creating forms
• 30 key optimization factors broken into 4 main categories