The top of the funnel. See the last paragraph of the article.

For specific tests you can do, there are probably hundreds of other posts you can check out on the blog. I believe there are also posts you can check out regarding how to “sell your superiors”. This post really had no intention of going into that area.

I know there is a lot of information out there on how to create testing cultures in corporations though.

Hope that helps!

For example…
–Remind the decision-maker of successful in-house tests, preferably for that company or on a similar project. For example, if previous tests for this client have increased revenue-per-visit on key pages, they will probably be more patient on a budget request (and more confident in your ability to pull it off).

–Give the decision-maker an estimate of what you’ll need to test proficiently. In most cases, it’s not an heavy burden on manpower/budget — at our agency, testing is consistently one of the top performers in terms of return on investment.

–Draw on an interesting test done (either in-house or any of the case studies on VWO or elsewhere) and introduce a hypothesis you’d like to test. It will be easier for the decision-maker to visualize the benefits of increasing resources for testing if they have a concrete view of a change you’d like to try. I found it was much easier to get the client committed to A/B testing after describing what we’ve done with reorganizing page layout elsewhere and showing them a before-and-after mockup of a critical page with the call-to-action and store address moved to a more prominent part of the page.