I ran our landing-page experiment program
Always testing · on the pages that carry paid traffic
The homepage and marketing landing pages are where Outschool's paid traffic lands. My pod ran the experiments on them, and on the Facebook ads feeding them, so positioning got tested instead of argued about.
The problem
Facebook is one of Outschool's biggest sources of business. All that paid traffic hits a handful of pages: the homepage, summer camps, programming, homeschool.
Small changes to those pages move real money. Most opinions about them were still just opinions.
What I did
Ran a steady experiment program across the homepage and the top marketing landing pages, plus the ad creative pointed at them. Tested headlines, layout, and positioning.
Kept what won, cut what did not, and let the traffic settle the arguments.
What moved
No single headline number I would stand behind here, and I would rather say that than invent one.
The value was the cadence. A constant test loop on the pages and ads that carry the most acquisition traffic, so the funnel kept getting a little better instead of guessing.