How do you know what to test first in A/B tests?
Knowing what to test is just as important as wanting to test in the first place. Here's what you need to do.
What page is your home page? (Guide to Small Business Ecommerce Strategy)
Landing pages are your customers' home page. Can they use those pages to accomplish their goals?
Landing Page Optimization: The definitive guide to testing and tuning for conversions (Book Review of the Week-ish)
Tim Ash's "Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions" belongs on your bookshelf.