Validate your value proposition by testing behavior, not opinions, on focused landing pages. Use clean traffic splits, sharp offers, and holdouts to isolate causal lift.
What is the main goal of landing‑page value prop tests?
Measure behavior change tied to a specific promise
Test every feature at once
Collect as many emails as possible
Maximise page length
Which design best isolates causal impact?
Changing many elements at once
Randomised traffic split with a stable control and clean tracking
Attribution by last click
Before‑after on a single page
Which success metric is most reliable for early validation?
Heatmap hotspots
Qualified conversions to a concrete commitment (e.g., deposit, LOI)
Vanity clicks above the fold
Dwell time only
How should variants differ when testing a value proposition?
Swap unrelated images
Rotate five fonts
Change every section’s design
Change the promise and proof while holding layout constant
Which traffic source keeps results cleaner?
Mix of unrelated channels mid‑test
Audience‑consistent sources with caps to prevent algorithm drift
Retargeting only
Bots from cheap networks
What is a good guardrail metric?
Cursor movement speed
Bounce or false‑positive checks like signup‑to‑usage ratio
Shares on social alone
Total impressions
How do you choose sample size/time?
Run until the better line crosses 51%
Use team consensus only
Power calculation based on baseline, MDE, and variance
Stop at day 3 regardless
What prevents peeking bias?
Expand the window after seeing results
Change metrics mid‑test
Refresh results hourly
Pre‑registered stopping rules and fixed analysis window
Which analysis handles multiple segments without overfitting?
Switch metrics per segment on the fly
Pre‑specified subgroups with correction for multiple comparisons
Slice until something is significant
Ignore segments entirely
Post‑test, what’s the best next step?
Declare victory forever
Change everything at once
Discard the control history
Roll forward with monitoring or run a confirmatory test on new traffic
Starter
Basics are in place; sharpen hypotheses and ensure clean control vs treatment.
Solid
Strong—your tests use clear success metrics, guardrails, and segment reads.
Expert!
Superb—your program delivers causal evidence that de‑risks the value proposition.
