I recommend starting with something easy to execute. Headlines or primary copy are good examples, and perhaps consider testing something that makes you feel a little uncomfortable. Just remember that testing is about learning, and the wider the range of v industry leads things you try the more you and your organization will learn.
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Of course, you need to know how to measure a landing page. Popular landing page metrics include: conversion rate average order value total revenue generated seen pages scroll depth achievements of goals rebound rate for an approach to a/b industry leads testing and landing page measurement, here's marketing expert.