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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Chapter 1

Setting the Stage

Life is like a sewer…what you get out of it depends on what you put into it.

—Tom Lehrer, American humorist, singer, and songwriter

What is a landing page? What does one look like from your perspective? How does it fit into the overall marketing picture? Can you convince every single web visitor to take the desired action on your page? Are you devoting enough attention to your landing page? Is it the right kind of attention?

This chapter examines these questions and sets the stage for understanding landing page optimization.

Chapter Contents

  • What Is a Landing Page?
  • A Few Precious Moments Online
  • Your Baby Is Ugly
  • Your Website Visitors: The Real Landing Page Experts
  • Understanding the Bigger Online Marketing Picture ...

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