It is a known fact that web users don’t read an article in its entirety. They will only read the article after skimming through the information and finding key phrases in the heading and sub-heading that are related to their problem. The skimming doesn’t stop at the text level.
Most Internet Marketers are aware of how to implement A/B and Multivariate testing in Google Website Optimizer (and other tools) but lot of them doesn’t understand the importance of statistics in these experiments. Two terms that a landing page optimization (LPO) expert should understand before testing are: Statistical Significance and Confidence Level.
Including navigation in landing page depends on the source of the traffic, brand awareness and type of landing page.