This guide from Webflow shares strategies to optimize websites by testing elements like hero media, navigation, social proof, product displays, CTAs, forms, chatbots, and localization. It emphasizes tailoring content for new vs. returning visitors and prospects vs. customers. Case studies, like Code42’s 15% conversion lift using 76 homepage variations, illustrate the power of experimentation. Recommendations include using A/B tests for messaging, simplifying forms, personalizing experiences, and continuously iterating. Optimization is presented as an ongoing process to improve user experience, engagement, and conversions over time.

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