A conversion optimization project is typically divided into four different phases that intertwine:

Scrutinize stage: You conduct various activities to determine possible testing areas on a platform or campaign Hypothesis: you create a hypothesis for the different testing ideas identified during the scrutinize phase Implement: you validate your hypothesis through the process of AB or usability testing Propagate: you look for insights, share them within the organization, across marketing channels and verticals

As you go through the process of identifying conversion issues on your website (scrutinize), you can easily identify anywhere from 150 to 250 possible test scenarios. Shana Rusonis …