Testing Landing Pages Includes Testing Best Practices

The Google Website Optimizer blog has a very good case study about a landing page test. The test was done for a stair remodeling and new home construction company.

The case study shows that the page performed better after removing the image of a customer service representative and a sidebar, both of which impeded the view of a beautiful set of stairs. How much did it improve? Online conversions increased by a whopping 144% and
average order size increased 18%.

Do you test best practices? What is your opinion about this case study? Let us know in the comments!