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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 2

Understanding Your Landing Pages

Begin with the end in mind.

—Stephen R. Covey, author of The Seven Habits of Highly Effective People

What is the purpose of your landing page?

This seems like a simple question. But the vast majority of us cannot answer it in a simple and cogent sentence.

Most of your websites and landing pages have become overgrown like a dense jungle. They have no clear purpose or unique value proposition and are instead a grab-bag of unrelated tidbits—each one hoping to compete for visitors’ attention.

Let’s take a close look at what your landing pages are and what they ought to be.

Chapter Contents

  • Landing Page Types
  • What Parts of Your Site Are Mission Critical?
  • What Is Your Business Model?
  • The Types of Conversion ...

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