What is the best possible combination of design and content for a new landing page? How can marketers guarantee they are describing their products with the best copy for delighting site visitors and driving conversions? The answer to both of these questions is testing. This chapter outlines best practice for testing webpages, covering:

  • What to test: SEOs have multiple opportunities to test and tweak different elements of their sites for better performance.
  • Creating a test plan: A test plan maps out how tests will be performed and when they should be carried out.
  • Setting a test hypothesis: A test hypothesis states what a test seeks to prove or disprove.