Less execution – Changing top-funnel assets like ads, landing pages, and emails is usually less work to execute than changing in-product experiences like in-product features. This is why landing page AB testing is more common than in-product feature testing.
Product changes are just as important as early funnel changes, but they are outside the scope of this manual.
There are two types of variants: micro variants and macro variants.
Micro variations are small changes that happen quickly. They are unlikely to have a significant impact. For example, changing the color of a button a micro variation will typically have no more than a 2% conversion impact.
Macro variations, on the other hand, are major redesigns canada mobile database of resources. A complete rewrite of a landing page can increase conversions by 50-300%. This happens quite often. Although, you’ll usually only get a few boosts before facing diminishing returns.
Your goal is to focus on the big macro impacts — because every AB test has an opportunity cost: you typically only run one test per audience at a time.
Macro variants
Macro variations require considerable effort: it’s difficult to repeatedly muster the focus and company-wide collaboration needed to comprehensively rethink your resources.
Since the biggest barrier to testing macro variations is committing resources, I recommend that you create an AB testing calendar and stick to it: For example, create a recurring event every 2 months. On that day, spend a few hours brainstorming ideas to create macro variations that grow your funnel.