Factor me this...

In Taguchi Optimization, we call the things we are testing "factors." The strength of the Taguchi method? You can test multiple factors at the same time. This is opposite of A/B or "One Factor at a Time testing" (abrieviated OFAT)... the fact that it sounds like "Old and Fat" might have something to do with many Taguchi proponents general distaste for A/B testing.

The fact is that AB testing is not disappearing any time soon. Taguchi can show you what things on the page are the most important. Once you know this, using OFAT on them is a smart strategy for "fine tuning" your key elements.

Back to factors... what can you or should you test? Start with the stuff that appears above the fold. Recent research shows that web visitors make a nearly instantaneous decision about your page. Improving your "engagement rate" can have a major impact on overall response. If your page is not engaging visitors, how can it possibly close with a conversion.

Things to consider: Your Logo, Tagline, Headline, Font, Face, Color, Size, Position, Hero Shot, Image Size, Caption, Subheadline, Greeting, First Sentence of Text, Top Bullet Point, First Paragraph, Inclusion of Advertising, Top Navigation Choice, Hackersafe, BBB, search boxes, just to name a few.