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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 13

Assembling Your Team and Getting Buy-in

After all is said and done, more is said than done.

—Aesop

In this chapter, you will learn about the common roles required to create a successful testing program. Each role brings its own expertise, biases, and needs that must be addressed. You will learn how to bring the necessary people together and move them toward supporting you in your efforts.

Chapter Contents

  • The Usual Suspects
  • Little Company, Big Company
  • The Company Politics of Tuning
  • Strategies for Getting Started
  • Insource or Outsource?

The Blind Men and the Elephant

by John Godfrey Saxe (1816–1887)

It was six men of Indostan, to learning much inclined,

who went to see the elephant (Though all of them were blind),

that each by ...

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