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Rather than simply moving on and testing something different, you should do further iterations on your test by learning from the results (even if the test didn’t work well, you should be able to draw conclusions to learn from).

Rather than simply creating a long, unorganized list of test ideas for your website optimization strategy, you need to use a better approach. This involves using a test idea tracker document that allows you to state key details for each proposed test, including the hypothesis of your tests, a description, and location of the tests on your website.

The question a large test attempts to answer is, “Does the product operate the way a user would expect and produce the desired results?”

The point is that whenever possible, you should choose in-process tests over those that destroy product.

There are no golden rules. Only testing will prove what works best for your pages.