You check your results and see that people are clicking.
For a moment, that feels encouraging. Someone noticed your content. Someone followed your link.
But the sign-ups or sales you hoped for still aren’t happening.
So you change the headline. Move the button. Replace the image. Perhaps rewrite the whole page.
Then you wait again, without knowing whether you improved anything.
How do you find out what helps people take the next step without rebuilding everything or paying for more traffic?