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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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Tasks

In user-centered design (UCD), tasks (also known as use cases or scenarios) represent a sketched-out problem statement that is implemented during a usability test. It is important that the tasks have measurable and quantifiable objectives and that these objectives are based on the high-priority goals of the business. For purposes of conversion rate optimization, individual features should not be tested (too narrow). Whole websites should not be tested either (too broad). Tasks should represent common activities that users might want to engage in that have significant value to the business.

Example tasks include the following:

Insurance Comparison Site Find three, $1-million term life insurance quotes for a healthy 30-year-old single man ...

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