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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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Part V: Organization and Planning

You have learned a lot in the earlier parts of the book about what landing pages are, how to identify problems with them, ideas for fixing those problems, and the details of landing page testing.

The focus now shifts to the nuts and bolts of getting things done within your company. The skill sets required to get the best results from your testing program are diverse and will require talent from across your organization. You will need to work with a wide range of people whose perspectives and motivations may be different from your own. Once you have gathered the right resources, you will have to create the appropriate action plan and watch out for common testing program pitfalls that can derail all of your work. ...

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