January 2008
Intermediate to advanced
384 pages
10h 10m
English
Content preview from LANDING PAGE OPTIMIZATION: The Definitive Guide to Testing and Tuning for ConversionsBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 6. Selecting Elements to Tune
If I had a nickel for every time someone asked me, "What page elements should I test?" I would be a wealthy man by now. The answer to that question is, of course, "It depends." It depends on a lot of factors that are unique to your industry, audience, traffic levels, and particular landing page.
I wish that I could provide tactical prescriptions that would hold up for everyone—like the doctor who, regardless of your malady, orders you to take two aspirin and call back in the morning. But there is no such thing as the right answer in landing page testing. The best I can do is to offer some perspective on selecting promising tuning elements, and to cover testing themes that have consistently produced solid results ...
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