This document outlines 5 steps to running a successful A/B test: 1. Identify high opportunity pages like those with high bounce rates to test. Conduct user research to understand visitor needs. 2. Understand why visitors come to the site, what stops conversions, if they found what they needed, and what almost stopped conversions. 3. Use data and insights from user research and previous tests to inform new test ideas and make small, targeted changes. 4. Start with simple test ideas like message or "aha moment" tests across key pages before attempting large design changes. 5. Measure success not just at the page level but across the entire funnel, using different significance levels to speed up or