Match the page to the query and offer
The landing experience should continue the promise made by the keyword, ad and product. Misalignment creates paid clicks that never had a realistic chance to convert.
Prioritize friction with evidence
We examine page behavior, conversion data, device experience, message clarity, forms, product information and checkout or lead-flow friction before choosing tests.
Test changes against business outcomes
A/B and multivariate testing are useful when they answer a specific hypothesis. The objective is not more experiments; it is a better conversion environment for paid acquisition.