Cosmetic changes don't matter

In ecommerce, minor styling changes can have a measurable impact on shopper behavior.

But B2B decisions are much higher consideration, and this type of change is unlikely to influence your potential customers' behavior. Instead, Start with the offerStart with the offer
The Offer, and the way you frame it, is probably the highest-leverage element of your site or funnel.

Changing the offer itself is one way to Take big swings early on. Once you settle on t...