Many people struggle figuring out things to test on their sites. It takes a keen eye to break a page down into its most elemental components. Lets take a couple common test elements and see how they can be further refined.
1. Headline: We normally test different versions of text for the headline, but you could go so far as to include additional modifying variables like: font size, text color, typeface, alignment, horizontal position, vertical position...
2. Bulleted List of Benefits: When most people look at bulleted lists, they see a text list with little tick marks. We see possibilities. Obviously you could test different sets of bullets. You could also test which bullet comes first (since the first is often the only one read,) how many bullets to include, whether including a bold leader helps, bullet style (image, square or circle), plus the normal formatting stuff....
3. Hero Shot (Image): The hero shot is the main image of your product or offer. Its usually quite important. Lots to do here too: testing the subject of the image of course is a biggie, size of the image, horizontal or vertical orientation, left or right (center?) aligned with your text, drop shadow or not, blend background with page or not, link image or not...
So there you have it, in a quickie blog post I have identified 25 different testable things, and this is just a start.
