The latest ‘MarketingExperiments’ blog post is titled “Landing Page Wireframe: Why focusing on ‘one variable at a time’ doesn’t work”.

Paul Cheney says, “There’s a myth being propagated across the Internet as we speak …

It’s the myth of “one variable at a time” testing.

And it’s mostly bunk.

Well, at least in the way most marketers think about testing “one variable at a time.” Usually the result of testing one thing at a time is a page that looks like this”.

Landing Page Wireframe: Why focusing on ‘one variable at a time’ doesn’t work

MarketingExperiments Blog

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