Let's say I have been running lander A for a while and it's doing okay, then suddenly I get the green-light from AM to go full-on aggressive. I'm not sure which one of these options are right:
1. Slap on everything aggressive at once and run full-blown aggressive vs the original
2. Slap on ONE feature and test it all against original, and then combine features and so on.
Are there any elements that, in general are almost always helpful? I.e facebook likes, testimonials, countdowns, count-ups, is it reasonable to assume they will be helpful and not hurtful to the ROI?
If the campaign is doing ok now, I wouldnt change it completely over night. Split test with a new "aggressive" lander. Just because you go "aggressive" doesnt necessarily mean that it will work better (probably will, but still...). You wouldnt want to ruin a working campaign so split test first.
And I will be wary of suddenly going full aggressive on a campaign that didnt allow it before.