try to get your test traffic from fresh sources of visitors who are uncontaminated by prior exposure to your company brand, website, or offers.

if you have multiple conversion goals or multiple items for sale in an e-commerce setting, you may have to calculate and measure either conversion revenue or gross margin contribution.

Prioritize those that are standing in the way of completing the conversion action, affect the largest segments of your audience, and are prominently featured on your page.

Revenue per visitor—For e-commerce catalogs with similar profit margins on all products,

carefully consider the traffic sources that you use and make sure that they are from recurring sources, are controllable, and are stable.

make sure that you have enough traffic from each source. Do not run separate landing page tests for traffic sources that do not meet the minimum data rate requirements

You may also want to “geo-target” and segment your audience by their location or preferred language. Device and operating system are other primary segmenting tactics.

how long a landing page optimization test should last. The answer depends on the following factors: The data rate (number of conversions per day) Size of improvements found (percentage improvement) Size of your test (number of alternative designs) The confidence in your answer (how sure you need to be)

Websites with low conversion rates require more visitors to reach valid statistical conclusions.