The Field Notes
On forms, submissions, and the boring parts of the web.
Desk · ab-testing
All field notes filed under ab-testing.
- 01A/B testing funnels: what to test first
A test hierarchy for funnels — offer before headline before first screen before field count before design — plus honest sample-size math and the false-positive traps that fool most teams.
- 02Multi-step lead funnels without writing code
A practical guide to designing high-converting multi-step lead funnels with branching, scoring, and conversion pixels — without touching a deploy pipeline.
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