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The rest of the process should be more understandable. Asking yourself the following questions should help you end up with a list of things to test backed by real data and insights. What are we testing? Based on all the information you gathered from the website, customers, and company in the steps, what would you like to test? Go back to the information and look for common trends. I prefer to start with the most common customer objections and see what they have in common. For example, if a common theme in customer feedback is that they value knowing the security of their personal payment details.

You might assume that adding more trust signals to the checkout process will increase the moible number data number of people who complete the process. Another example might be if you find that your sales team is consistently receiving feedback from customers  you offer. So you might hypothesize that making this selling point more visible on the product page might increase the number of people who start the checkout process. Once you have a hypothesis, it's important to know what success looks like and how to tell if the test result is positive.



This may sound like common sense, but it's important to make this clear from the beginning so that you have the answers by the end of the test. Who are we testing? It’s important to understand the differences in the types of users who visit your website, not only in terms of demographics, but also in their thinking in terms of their buying cycle. An important example to remember is new versus returning customers. Putting these two types of customers into the same test can lead to unreliable results because customers have very different mindsets. Repeat customers (assuming you did a good job!) will have already purchased your company and brand.