Start with the offer

The OfferOffer
The Offer is the thing you propose to exchange with visitors to your site - typically a followup from sales, a demo, a quote, or a trial.
, 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 onTake big swings early on
You should be testing drastic, ambitious changes early in your experimentation program.

This type of test will have a higher Minimum Detectable Effect, which means you'll get results faster.

. Once you settle on the ideal offer, there's typically a lot of potential for improving how you communicate about it.

Favor these types of changes by default, because Cosmetic changes don't matterCosmetic 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 potenti...