Many marketers think website testing is limited to A/B testing headlines and calls-to-action. There's a much bigger opportunity waiting.
Sara Pion, Head of Marketing Strategy at Dandy and a seasoned conversion rate optimization (CRO) expert, shares her approach to website testing. She demonstrates how she created an offer that converted better than traditional demo requests through consistent experimentation methodology.
Beyond A/B Testing
A/B testing is just the starting point. Consistent experimentation means building a culture and process around testing everything: offers, page layouts, user flows, messaging hierarchies, and conversion paths. The goal is to move from occasional tests to a systematic experimentation program.
Building a Testing Framework
A structured experimentation program requires clear hypotheses, proper measurement, and disciplined execution. Prioritize tests by potential impact and ease of implementation. Document results and share learnings across the organization to compound your knowledge over time.