The test plan

What we're testing

Your current page against the new one. Your ads get split between the two, so about half the paid clicks land on each. Everyone else, like people finding you on Google or typing in your address, still lands on the current page. Your Wix site doesn't change.

What decides it

You get about 3 enquiries a month, which is too few to judge a page on. To tell a 1.9% enquiry rate from a doubled 3.8% with confidence, you'd need about 1,200 visitors per page. That's over a year of your ad traffic.

So the test is decided on the first step a parent takes toward you. On the new page that's a click on any Book button. On the current page it's starting the contact form. It happens far more often than a finished enquiry, so it shows a difference within weeks. Enquiries still go in every report. They don't decide the test.

What else I watch

• Whether visitors leave for your Wyzant profile. Fewer is better. Last month 6 did, double the 3 who enquired.
• Whether they stay for a minute. About 3 in 10 do today.
• How far down the page they read, and where they get stuck, using recordings of visits.

When a winner gets called

Not before each page has had 100 paid visitors and four full weeks. Then the first-step rate has to be clearly higher on one page, at the usual 95% confidence, and the other numbers can't point the other way. I fixed these rules before the start so no result can bend them.

How long it takes

About 20 paid visitors a week land on each page. That's 5 to 7 weeks to reach 100 each, and about 12 weeks to reach 240, which can show a smaller gap. I'll tell you early if the pace looks slower.

If it's too early to call

I keep it running and don't announce a winner. If the new page does much worse early, with under half the first steps of the current page after two weeks, I pause it and we look at the recordings before going on.

What you'll see

A short report every Friday, plus this log every day.