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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 12

Testing Methods

If the only tool you have is a hammer, then every problem will start to look like a nail.

—Common saying

Each testing method has its own advantages, limitations, and hidden assumptions. The one that you choose will greatly influence the granularity of your test elements, the size of your test, the ability to uncover important variable interactions, and the quality of your results.

In this chapter we will introduce common testing terminology and test design issues. You will also learn how to choose the testing method that is right for your test.

Chapter Contents

  • Introduction to Testing Terminology
  • Overview of Testing Methods
  • A-B Split Testing
  • Multivariate Testing
  • Variable Interactions

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