A landing page is one page only. "Flash on landing pages is evil." Multivariate testing is better than A/B testing. Scott Brinker attempts to debunk these three landing-page myths, reminding us to
think paths rather than pages..
When it comes to testing myths, he provides key reasons to adopt A/B testing. For instance, it requires less traffic to achieve statistical
significance, it's easy for marketers to visualize each test variation for approval, and multipage paths of varying length can be tested against each other.
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