Convert!: Designing Web Sites to Increase Traffic and Conversion

The overall proposition. It should be obvious what you are offering,

be clear on the idea you are testing before you proceed. Write down what you expect to learn from the test,

How soon do you need to see results?

Polish content by testing alternative wording.

Try adding or removing sections of content to see what keeps people’s interest,

Test different headlines, early paragraphs, and primary imagery.

Call to action.

Try adding more positive signs, resolving more possible concerns, adding extra useful information, or reinforcing your points with additional testimonials and evidence.

use your best guess as the original combination, because that is the one option you cannot disable