Project · P·02
Landing page CRO lab
Testing landing page hypotheses with real data instead of guesswork — hero copy, forms and CTAs measured one experiment at a time.
30% complete · hypothesis log set up · first tests running
- CRO
- A/B testing
- Copy & UX
What I'm building
A testing lab for conversions
One landing page, a stack of sharp questions, and a system that answers them with data. Every experiment targets one change at a time so the winner is obvious — and the losing tests still teach.
Why this project
Traffic is wasted without conversion
It doesn't matter how good the campaigns are if the page loses them. CRO is the discipline that turns clicks into actions, and this lab is where I build the muscle — hypothesis → test → learn → repeat.
Done so far
What's in the lab
Hypothesis log
A living list of seven ideas, each with a reason, a metric and a priority.
Baseline tracking
Conversion and drop-off baselines wired up before touching a single element.
First hero test
Value-led vs feature-led headline variant — launched, monitored, guarded.
Form friction audit
Field-by-field review of what's stopping visitors from submitting.
Learnings so far
Early read on hero copy plus two tests still collecting traffic.
What's next
On the bench
Declare test #1
Let the hero test reach significance, then record the winner and the why.
Ship the runner-up ideas
Queue the next two hypotheses from the log for testing.
Write up the lab report
Turn the run into a readable case study others can steal from.
Watch it happen
Have a page that's underperforming?
Send it over — I'll tell you the first test I'd run, and why.