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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 14

Developing Your Action Plan

He who fails to plan, plans to fail.

—Proverb

All of the preceding chapters in this book have, in a sense, been a preparation for this one. You now have a comprehensive understanding of the main issues surrounding landing page optimization. But all of this knowledge will do you no good if you do not apply it. This chapter will give you a step-by-step framework for developing your landing page optimization action plan.

Chapter Contents

  • Before You Begin
  • Understand Your Business Objectives
  • What Is the Lifetime Value of the Conversion Action?
  • Assemble Your Team
  • Determine Your Landing Pages and Traffic Sources
  • Decide What Constitutes Success
  • Uncover Problems and Decide What to Test
  • Select an Appropriate Tuning ...

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