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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 7

Conversion Improvement Basics

We all want the magic answer that will skyrocket profits. We have heard miraculous tales in which tiny landing page changes have a giant influence on the conversion rate. In reality, much of conversion rate improvement comes from not doing something very right, but rather from simply avoiding doing the wrong things. In this chapter we will examine the basic foundations of conversion optimization.

Chapter Contents

  • Web Usability Overview
  • Visual Presentation
  • Writing for the Web
  • Usability Checks

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