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This depends on the niche, the type of lander, the copy length, etc.

For ex, in PPV, the lander is very simple and you have only 3 elements that are the most important: Headline, Image and CTA.
If the page is more complex, you need to test the entire lander style, different components, alignments...so you should have about 5 totally different landers. Take the winner from that and tweak it down by testing the heading, the images, the copy and CTA. Normally you should go from the biggest change to the smallest, changing the button color won't equal as improvement with changing the entire design or copy. If you have enough traffic look into multi-variate testing.

[QUOTE="crysper, post: 76944, member: 3428"] This depends on the niche, the type of lander, the copy length, etc. For ex, in PPV, the lander is very simple and you have only 3 elements that are the most important: Headline, Image and CTA. If the page is more complex, you need to test the entire lander style, different components, alignments...so you should have about 5 totally different landers. Take the winner from that and tweak it down by testing the heading, the images, the copy and CTA. Normally you should go from the biggest change to the smallest, changing the button color won't equal as improvement with changing the entire design or copy. If you have enough traffic look into multi-variate testing. [/QUOTE]

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