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Our best converting landing pages are our free trial and demo because 90% of the visitors to our site simple want to play with our product (or see it at the very least).
Our team uses Google Optimize for our testing purposes and then implement findings onto our pages and create another test. Testing is critical in the current state of marketing so enjoy people that take a data driven approach to understanding what's working for them. Our team meets every other week to review tests in progress and brainstorm other things we could be testing but aren't.