primary use of your homepage should be for category-level navigation.

people will form an initial impression of your landing page or website within 50 milliseconds.

gross margin contribution) per visitor.

Define critical tasks for each role.

On a toned-down page, the call-to-action emerges from the relative stillness of the page.

There must be strong and obvious connections between adjacent steps to maintain or increase the visitor’s momentum toward the conversion goal.

Persuasive Technology: Using Computers to Change What We Think and Do

Continuous variables can theoretically be set to an infinite number of different values.

The volume of traffic for landing page optimization tests is best measured in the number of conversion actions per day (and not the number of unique visitors).