Field guide
Record a landing-page conversion baseline
Know which visitors and actions a page change should improve.
A page tool can help publish and test variants, but first define the traffic source and a qualified conversion event. Keep the first change narrow so a better or worse result can be interpreted.
Decision brief
Make the baseline visible
A landing page cannot be evaluated without knowing who arrived and what a useful action looks like. Separate traffic sources, then count qualified form submissions or other meaningful actions instead of treating all clicks alike. Keep a simple record of follow-up quality.
Before testing a design, check the offer, message match, mobile usability, form operation and response owner. Fix obvious functional problems directly. Reserve an A/B comparison for a specific uncertainty and enough stable traffic to make the result interpretable.
What to do first
- Log relevant visits and the existing action by traffic source.
- Check that the offer, form or CTA works on desktop and mobile.
- Write one hypothesis, change one element and compare qualified actions over a fixed period.
Run a small comparison
- Record relevant visits and qualified actions for the current page by source.
- Write one hypothesis and change the smallest element that tests it.
- Review both on-page actions and whether the team could serve the resulting inquiry.
Questions to resolve
- Does the page fulfill the promise that brought the visitor?
- Is the form or CTA working on a phone?
- Would a higher click rate produce better-fit inquiries?
How to read the result: A clearer page can be valuable before statistical testing is possible. Do not call a tiny sample a proven lift.
What this does not justify
- Call a winner from a tiny sample or shifting campaign audience.
- Optimize clicks to an action that the team cannot follow up.
MeasureQualified actions per relevant visitor by source
Stop or revise whenUse the existing page until traffic, event tracking and ownership are credible.