In 2015, Paul Ryazanov joined Alex Harris on his YouTube channel to discuss one of the topics I care about most: how iterative testing can dramatically improve landing page performance. The conversation was detailed and practical — covering exactly how we used structured testing to achieve a 300 percent conversion increase for a client.
This was not a one-time trick or a redesign. It was the result of a disciplined, step-by-step approach to testing page elements, measuring results, and iterating based on real data.
What Iterative Testing Actually Means
Iterative testing is not the same as launching a single A/B test and hoping for the best. It means running a structured sequence of tests — each one building on what was learned from the previous test. You start with the highest-impact elements, measure the change, and then move to the next element. Over time, these incremental improvements compound into significant results.
In the conversation with Alex, I explained how this approach allowed us to avoid the common mistake of changing too many things at once. When you change everything simultaneously, you cannot know what caused the improvement — or the decline. Iterative testing gives you clarity and control.
Where We Started: The Landing Page Audit
Before running any tests, we started with a full audit of the landing page. This included reviewing heat maps, session recordings, and analytics data to understand how visitors were actually behaving on the page. We looked at where they clicked, where they dropped off, and which elements were being ignored entirely.
This audit gave us a clear picture of the problems. From there, we could prioritise which elements to test first — starting with the ones most likely to have the biggest impact on conversions.
The Elements That Moved the Needle
During the conversation, I walked through the specific types of elements we tested and why they mattered. These included headlines and value propositions — because the first thing a visitor reads determines whether they stay or leave. We tested call-to-action buttons, including their colour, placement, size, and wording. We experimented with form design, reducing the number of fields and testing different layouts. We also tested trust signals, social proof, and the overall page structure.
Each test was measured against a clear baseline, and the winning variations were kept before moving to the next test. This is how iterative testing works in practice — small, measured, compounding wins.
Why 300% Was Achievable
A 300 percent conversion increase sounds dramatic, but it is entirely achievable when you start with an underperforming page and apply systematic improvements. Many landing pages are built based on assumptions rather than data. Once you start testing those assumptions, you often find that simple changes — a clearer headline, a shorter form, a more prominent call to action — can produce outsized results.
The key is patience and discipline. You do not get a 300 percent lift from one test. You get it from ten, fifteen, or twenty tests run in sequence, each one building on the last.
Why This Approach Still Works Today
The tools have evolved since 2015, but the methodology has not. Iterative testing remains one of the highest-leverage activities any ecommerce or B2B business can invest in. The businesses that grow sustainably are the ones that treat testing as a continuous discipline, not a one-time project.
You can watch the full conversation on Alex Harris’s YouTube channel.
Related Reading
If conversion optimisation and testing are topics you want to explore further:
How A/B Testing Can Help You Spend Less and Convert More — My Interview with Search Engine Journal — covering the fundamentals of A/B testing for ecommerce, including which page elements to test first and which tools make it accessible on any budget.
Tracking User Behaviour for Better Conversions — My Second Interview with Search Engine Journal — focused on heat mapping, eye tracking, and using real user data to identify what to test.
From 0.2% to 1.2% Conversion Rate: The 10 Changes That Made It Happen — a more recent case study showing the same iterative approach applied to The Cabin Luggage Company.
How to Start an Ecommerce Business — My Interview on Digital Marketing Radio — where I discussed the same conversion rate tools and the importance of balancing development spend with marketing investment.