Every designer faces this problem: you create a stunning layout, but people miss the most crucial button – the call to action. Whether it’s Sign Up, Buy Now, or Join the Petition, that button bridges the gap between attention and conversion. So how can you ensure it grabs the spotlight without ruining the rest of your design?
This is where Figma’s conversion plugin brings iterative testing feature into play.
Why Iterative Testing Matters
Iterative Testing shows you how users look at your design, one frame at a time. It turns their eye movements into clear numbers: where they focus, what catches their eye, and which parts pop out. Instead of guessing, you can improve layouts as you go trying one change at a time until your design looks just right.
Testing Steps: How It Works
1. Pick your design format
The Iterative Testing method is both simple and exact. It changes what could be hit-or-miss into a well-planned design test. Iterative Testing is built right into the design test, letting you instantly see where user attention flows. Here’s how it goes:
First, pick the kind of design you want to check. This could be a website for computers, a phone app screen, or a page to sell a product. The tool fits the job, so you can look at everything from big layouts to small parts.
2. Select and Clean Your Elements
Select the elements you want to track – headers, action buttons, visuals, menu links, or other components – up to ten in total. While making your selection, clean it by removing unnecessary or nested items and focusing only on those that matter most.
You can enable progress tracking to follow results across different design versions.
3. Establish a baseline
Do your first test. The result is a AOIs with exact percentages showing how much viewer notice each item gets. This becomes your starting point – a picture of how users see your design now, before any changes.
4. Make adjustments
Go back to the draft and tweak your design. You might increase the contrast of a call-to-action button, change heading sizes, or add more space around key parts.
5. Run the test again
Every change creates a new version, with updated attention scores. This allows you to compare different versions measuring how focus moves with each change.
6. Track progress across versions
With progress tracking enabled, you can store all versions next to each other. This record is useful: it reveals not just which version performs best, but also the reasons why. You’ll notice the chain reaction of every change – what got better, what fell short, and where the sweet spot was found.
Decision & Value Steps: What to Do With the Results
Decide with confidence
When you finish, you’re not guessing. You have solid visual evidence of how people use your design. This gives you a confident recommendation for stakeholders: here’s the version that not only looks polished but also converts.
A Real Example in Action
Let’s say you’re optimizing a landing page. The CTA button is your main focus, but it’s competing with the headline above it.
Version 1 (Original): The CTA gets some attention, while the title takes center stage.
Version 2: You make the CTA darker to stand out more. It catches more eyes – but the title loses some shine.
Version 3: You make the title bigger. It becomes super visible, but now the CTA loses a bit of ground.
Version 4: You put more space around the CTA and tweak the input box. All of a sudden, both parts look great. The CTA stands out again while the title stays strong.
By the end of the process, you’ve tested multiple versions, tracked the data, and landed on a design that balances clarity with conversion power.
The Payoff
What makes this workflow so effective is that it’s so clear. You’re not designing on guesswork or design mythology – you’re designing with visual information that shows you exactly how user attention flows. The result is confidence: when you’re explaining your design to stakeholders, you can justify every choice with data, not speculation.
And the end result? The resulting design doesn’t just look good. It performs.
Final Thoughts
In design, every pixel matters. Iterative Testing ensures you’re not just putting up graphics but putting focus where it matters most. By optimizing the synergy between headline and CTA, you’re left with a layout that’s not only beautiful but also persuasive.
That’s the magic of design analytics: turning curiosity into clarity, and attention into action.
