Everybody talks about the importance of testing your sales copy or a page layout. After all, proper testing can help you modify your page in a way that will drastically increase your conversion rate.

In this article, I would like to describe a way to shorten the amount of time it takes to test your pages and to increase the probability of success.

Before I go any further, I would like to introduce a few concepts and notions that will be used in this article.

Attribute -- a specific visual or conceptual element of a page, an ad creative, or a sales letter (used in fine-grained performance comparison testing). A few examples of what might be considered attributes:

• headline text

• headline font

• headline color

• order button size

• order button color

• order button text

Please note that even though those six things are related to only two elements, they are all separate attributes.

Attribute value