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2c:["$","div",null,{"className":"mt-14","children":["$","div",null,{"className":"article-body","children":[["$","p","0",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"A landing page test can easily teach the wrong lesson. Traffic shifts partway through, tracking breaks on one variant, or someone stops the test the day the dashboard looks good, and a random swing gets rolled out as a win."}]]}],["$","p","1",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Use this checklist to run tests that end in decisions you can defend. It applies to SaaS pages, where the goal is qualified demos or activated trials, and to e-commerce pages, where the goal is orders and revenue."}]]}],["$","h2","2",{"id":"hypothesis-quality","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Hypothesis quality"}],["$","p","3",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"A strong hypothesis links evidence to a change, the change to an expected outcome, and the outcome to a metric. Without that chain, a result can't tell you why something worked, so the lesson won't carry to the next page."}]]}],["$","aside","4",{"className":"mt-8 rounded-lg border p-5 sm:p-6 border-signal/20 bg-signal-mist/60","children":[["$","p",null,{"className":"flex items-center gap-2 text-label uppercase text-ink","children":[["$","span",null,{"aria-hidden":"true","className":"size-1.5 bg-signal"}],"Hypothesis template"]}],["$","p",null,{"className":"mt-2.5 text-[1rem] leading-relaxed text-ink","children":[["$","$1","0",{"children":"Because we observed [evidence], we believe [change] for [audience] will [outcome]. We'll know when [metric] moves in [direction] by the end of [duration]."}]]}]]}],["$","$L32","5",{"storageKey":"axidys-landing-page-experiment-checklist-5","title":"$undefined","items":[{"label":"Start from evidence","detail":"Use session recordings, form analytics, sales call notes, support tickets, reviews, or surveys. A hunch or a competitor's page can spark an idea, but it isn't evidence."},{"label":"Test one idea per variant","detail":"A variant can include several edits if they express one idea, such as clearer pricing. Mixing ideas makes it impossible to know which one moved the metric."},{"label":"Name the audience","detail":"Say which visitors the change is for: a traffic source, device type, or buying stage. A change written for paid search visitors may not suit returning customers."},{"label":"Predict the outcome and the reason","detail":"Write down what you expect to happen and why. If the test fails, the reason points to the assumption to question next."},{"label":"Make the change big enough to detect","detail":"Smaller effects need more traffic to detect. If your traffic can't support the test, try a bolder change or a higher-traffic page."},{"label":"Confirm a result would change a decision","detail":"Write down what you'll do if the variant wins, loses, or shows no clear difference. If every outcome leads to the same action, skip the test."}]}],["$","h2","6",{"id":"common-test-types-by-business-model","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Common test types by business model"}],["$","p","7",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"The same page element does different work in each model. Use the table to generate hypotheses for your own funnel, not as a list of changes known to work. For wider context, see "}],"$L33","$L34","$L35","$L36"]}],"$L37","$L38","$L39","$L3a","$L3b","$L3c","$L3d","$L3e","$L3f","$L40","$L41","$L42","$L43","$L44","$L45","$L46"]}]}]
2d:["$","aside",null,{"aria-labelledby":"article-cta-title","className":"tone-night mt-16 rounded-lg bg-night p-7 text-night-text sm:p-9","children":[["$","h2",null,{"id":"article-cta-title","className":"text-display-md","children":"Want a second look at your testing program?"}],["$","p",null,{"className":"mt-4 text-night-muted","children":"A Growth Audit reviews your landing pages, funnel data, and tracking, and highlights where your testing process could produce clearer decisions."}],["$","$L7",null,{"href":"/growth-audit","className":"btn inline-flex shrink-0 items-center justify-center whitespace-nowrap rounded-md font-medium tracking-[-0.005em] bg-paper text-ink hover:text-white focus-visible:text-white [--btn-fill:var(--color-signal)] h-12 px-5 text-[0.9375rem] gap-2.5 mt-7","children":[["$","span",null,{"className":"btn-fill","aria-hidden":"true"}],["$","span",null,{"children":"Get a Growth Audit"}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]]}]
2e:["$","div",null,{"className":"flex flex-1 flex-col p-6","children":[["$","p",null,{"className":"font-mono text-data uppercase tracking-[0.1em] text-muted","children":["Checklist"," · ","Paid media"]}],["$","h3",null,{"className":"mt-3 tracking-[-0.02em] text-title","children":["$","$L7",null,{"href":"/resources/paid-search-account-audit-checklist","className":"after:absolute after:inset-0 after:content-['']","children":"Paid Search Account Audit Checklist"}]}],["$","p",null,{"className":"mt-3 text-ink-soft text-[0.9375rem]","children":"A structured review of tracking, structure, queries, bidding, and budget."}],["$","p",null,{"className":"mt-auto flex items-center justify-between pt-6 text-sm text-muted","children":[["$","span",null,{"children":"Checklist"}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow text-ink","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]]}]
2f:["$","nav",null,{"aria-label":"Related services","className":"lg:col-span-4","children":[["$","p",null,{"className":"text-label uppercase text-muted","children":"Related services"}],["$","ul",null,{"className":"mt-4 border-t border-ink","children":[["$","li","cro",{"children":["$","$L7",null,{"href":"/cro","className":"group flex items-center justify-between gap-4 border-b border-line py-4","children":[["$","span",null,{"children":[["$","span",null,{"className":"block font-medium","children":"Conversion Rate Optimization"}],["$","span",null,{"className":"mt-1 block text-sm text-muted","children":"Research-led experiments on demos, trials, and checkout."}]]}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow shrink-0","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]}],["$","li","landing-pages",{"children":["$","$L7",null,{"href":"/landing-pages","className":"group flex items-center justify-between gap-4 border-b border-line py-4","children":[["$","span",null,{"children":[["$","span",null,{"className":"block font-medium","children":"Landing Pages"}],["$","span",null,{"className":"mt-1 block text-sm text-muted","children":"Pages and test variants that match the ad and the offer."}]]}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow shrink-0","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]}],["$","li","analytics-attribution",{"children":["$","$L7",null,{"href":"/analytics-attribution","className":"group flex items-center justify-between gap-4 border-b border-line py-4","children":[["$","span",null,{"children":[["$","span",null,{"className":"block font-medium","children":"Analytics + Attribution"}],["$","span",null,{"className":"mt-1 block text-sm text-muted","children":"GA4, server-side tracking, and CRM revenue attribution."}]]}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow shrink-0","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]}]]}]]}]
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37:["$","div","8",{"className":"mt-8 overflow-x-auto rounded-lg border border-line bg-surface","children":["$","table",null,{"className":"w-full min-w-[34rem] border-collapse text-left text-[0.9375rem]","children":[["$","caption",null,{"className":"border-b border-line px-5 py-3 text-left text-label uppercase text-muted","children":"Common landing page test types"}],["$","thead",null,{"children":["$","tr",null,{"className":"border-b border-ink/60","children":[["$","th","Test area",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Test area"}],["$","th","SaaS",{"scope":"col","className":"px-5 py-3 font-semibold","children":"SaaS"}],["$","th","E-commerce",{"scope":"col","className":"px-5 py-3 font-semibold","children":"E-commerce"}]]}]}],["$","tbody",null,{"children":[["$","tr","0",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Offer and call to action"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Demo request versus free trial, or a product tour first"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Bundle versus single item, or a free shipping threshold"}]]}]]}],["$","tr","1",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Message match"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Headline that echoes the ad's problem versus a product-led headline"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Headline that echoes the ad's product versus a brand-led headline"}]]}]]}],["$","tr","2",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Proof and risk reduction"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Security details, integration lists, or setup steps"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Reviews near the buy button, returns policy, or delivery dates"}]]}]]}],["$","tr","3",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Form or checkout friction"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Fewer form fields, or questions that route leads by fit"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Guest checkout, express payment, or fewer checkout steps"}]]}]]}],["$","tr","4",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Pricing presentation"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Plan comparison layout, or annual versus monthly billing first"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Price per unit, subscription versus one-time, or bundle savings"}]]}]]}],["$","tr","5",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Page structure"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Short page with one path versus a long page that handles objections"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Product details first versus lifestyle imagery first"}]]}]]}]]}]]}]}]
38:["$","h2","9",{"id":"measurement-plan","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Measurement plan"}]
39:["$","p","10",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Decide what success means before any data arrives. A test with several equal metrics is likely to show something moving by chance, which makes it easy to declare a win that isn't real."}]]}]
3a:["$","figure","11",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"Revenue per visitor"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"Revenue from a variant's visitors ÷ Visitors assigned to that variant"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"For e-commerce, this combines conversion rate and order value, so a variant that adds orders at a lower value only wins if revenue rises. If margins vary widely by product, consider margin per visitor instead."}]]}]]}]
3b:["$","$L32","12",{"storageKey":"axidys-landing-page-experiment-checklist-12","title":"$undefined","items":[{"label":"Choose one primary metric tied to revenue","detail":"For SaaS, use qualified demos booked or trials activated, not raw form fills. For e-commerce, use orders or revenue per visitor, not add-to-cart rate. This metric decides the test."},{"label":"Define “qualified” and “activated” in writing","detail":"Use an exact rule, such as a demo accepted by sales or a trial that completes a key setup step. Changing the definition after results arrive invalidates the test."},{"label":"Pass the variant to your CRM or order data","detail":"Store the variant on the lead record in HubSpot or Salesforce, or on the order in Shopify. Lead quality and refunds take time to appear, so you'll need that link later."},{"label":"Set guardrail metrics","detail":"Guardrails are metrics that must not get worse, such as sales-accepted lead rate, average order value, refund rate, or page load time. A variant that breaks a guardrail is not a win."},{"label":"Write the decision rule","detail":"State the smallest effect worth acting on, the statistical confidence you require, and what happens after a flat or negative result. Agreeing now prevents debate over ambiguous numbers later."}]}]
3c:["$","h2","13",{"id":"before-the-test","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Before the test"}]
3d:["$","$L32","14",{"storageKey":"axidys-landing-page-experiment-checklist-14","title":"$undefined","items":[{"label":"Estimate sample size and duration","detail":"Use a sample size calculator with your baseline conversion rate, the smallest effect worth detecting, and expected traffic. If the duration is impractical, change the test instead of hoping for a big effect."},{"label":"Plan to run in full weekly cycles","detail":"Weekday and weekend visitors can behave differently, so cover whole weeks. For SaaS, also watch for events like quarter-end sales pushes that change how demos are followed up."},{"label":"Define which traffic enters the test","detail":"List the campaigns, channels, and audiences included. Results only apply to that mix, so a page tested on paid search traffic may perform differently for email or organic visitors."},{"label":"QA every variant across devices and browsers","detail":"Check the devices, screen sizes, and browsers in your analytics data. Test forms, checkout, payment options, and load speed. A layout bug in one browser can decide a test on its own."},{"label":"Verify tracking end to end","detail":"Submit a test lead or place a test order on each variant. Confirm that primary and guardrail events fire once, carry the variant ID, and appear in GA4 and your CRM or store."},{"label":"Check for flicker","detail":"Client-side testing tools can briefly show the original page before the variant loads, which can change behavior by itself. Check on slower connections and fix any visible flash."},{"label":"Exclude internal and bot traffic","detail":"Filter out your team, QA sessions, and known bots, so their visits don't mix with buyer behavior."},{"label":"Get the plan signed off","detail":"Record the hypothesis, variants, audience, metrics, sample size, duration, and decision rule. Share it with whoever will act on the result before launch."}]}]
3e:["$","h2","15",{"id":"during-the-test","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"During the test"}]
3f:["$","p","16",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Your main job now is protecting the test's integrity. Watch for problems, not for winners."}]]}]
40:["$","$L32","17",{"storageKey":"axidys-landing-page-experiment-checklist-17","title":"$undefined","items":[{"label":"Stick to the planned stopping point","detail":"Checking daily and stopping when results look significant raises the chance of a false win. If you need early looks, use a sequential testing method designed for them."},{"label":"Monitor for sample ratio mismatch","detail":"If visitor counts don't match the split you planned, something may be broken, such as a failing redirect, a bot filter, or caching. Check the counts with a chi-square test, and pause analysis until you find the cause."},{"label":"Keep traffic sources stable","detail":"Avoid changing budgets, targeting, ads, or offers for campaigns that feed the test. If a change can't wait, log the date and decide whether the test needs a restart."},{"label":"Leave the variants alone","detail":"Editing copy or design mid-test mixes two experiments into one. If a fix is essential, stop, correct it, and start a fresh test."},{"label":"Stop early only for real harm","detail":"End a test early if a variant breaks something, such as a form that won't submit or failed payments. A disappointing trend is not a reason to stop."},{"label":"Log outside events","detail":"Note promotions, email sends from Klaviyo or HubSpot, outages, pricing changes, and press coverage. You'll need this log to interpret the results."}]}]
41:["$","figure","18",{"className":"mt-8 rounded-lg bg-ink p-6 text-paper sm:p-7","children":[["$","div",null,{"className":"flex flex-wrap items-center justify-between gap-3","children":[["$","figcaption",null,{"className":"font-medium","children":"Hypothetical sample ratio check"}],["$","span",null,{"className":"rounded-sm border border-night-line px-2 py-1 font-mono text-data uppercase tracking-[0.1em] text-night-muted","children":"Hypothetical numbers"}]]}],["$","ul",null,{"className":"mt-4 space-y-1.5 font-mono text-[0.875rem] leading-relaxed text-paper/90","children":[["$","li","Planned split: 50% control and 50% variant",{"children":"Planned split: 50% control and 50% variant"}],["$","li","Visitors recorded: 10,000 in control and 9,200 in the variant",{"children":"Visitors recorded: 10,000 in control and 9,200 in the variant"}],["$","li","Expected with an even split: 9,600 in each",{"children":"Expected with an even split: 9,600 in each"}],["$","li","Chi-square statistic: (400² ÷ 9,600) + (400² ÷ 9,600) ≈ 33.3",{"children":"Chi-square statistic: (400² ÷ 9,600) + (400² ÷ 9,600) ≈ 33.3"}],["$","li","An imbalance this large is very unlikely to come from random assignment, so find the cause before reading results",{"children":"An imbalance this large is very unlikely to come from random assignment, so find the cause before reading results"}]]}],["$","p",null,{"className":"mt-4 border-t border-night-line pt-3 text-sm text-night-muted","children":"Many testing tools and online calculators can run this check for you."}]]}]
42:["$","h2","19",{"id":"after-the-test","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"After the test"}]
43:["$","$L32","20",{"storageKey":"axidys-landing-page-experiment-checklist-20","title":"$undefined","items":[{"label":"Confirm data quality before reading results","detail":"Rerun the sample ratio check, confirm the test reached its planned sample, and review the event log. If data quality fails, the result isn't usable, however good it looks."},{"label":"Apply the decision rule you agreed on","detail":"Compare the result with the minimum effect and confidence set before launch. A result that falls short is inconclusive, so record it that way rather than as a small win."},{"label":"Check guardrails and downstream quality","detail":"For SaaS, follow test leads through qualification and pipeline in your CRM. For e-commerce, check refunds and returns. A variant can win on the page and lose later in the funnel."},{"label":"Look for novelty and seasonality effects","detail":"Returning visitors may react to anything new, so an early lift or dip can fade. Sales, holidays, and launches also shift behavior. Check whether the effect held across the whole test."},{"label":"Treat segment results with caution","detail":"Slicing results by device, source, or region many ways is likely to surface differences by chance. Act on a segment only if you planned it before launch. Otherwise, make it the next hypothesis."},{"label":"Document the result and the decision","detail":"Record the hypothesis, variant screenshots, dates, traffic sources, sample sizes, results, guardrails, the decision, and what you learned. Include flat and losing tests so no one repeats them."},{"label":"Roll out winners and keep measuring","detail":"Ship the winner to all traffic and keep watching the primary metric and guardrails. Effects don't always hold over time, so re-test important wins when traffic mix, offers, or pricing change."}]}]
44:["$","h2","21",{"id":"how-to-use-this-checklist","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"How to use this checklist"}]
45:["$","p","22",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Copy the items into your test plan template and review them at three points: when a hypothesis is approved, the day before launch, and before anyone reads results. Not every item fits every test. When you skip one, write down why."}]]}]
46:["$","p","23",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"If tests rarely reach a clear result, the constraint may be traffic or tracking rather than ideas. For help building a research-backed backlog, see our approach to "}],["$","$L7","1",{"href":"/cro","className":"link-underline font-medium","children":"conversion rate optimization"}],["$","$1","2",{"children":". For page builds and test variants, see "}],["$","$L7","3",{"href":"/landing-pages","className":"link-underline font-medium","children":"landing pages"}],["$","$1","4",{"children":"."}]]}]
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