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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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Awareness

Awareness and its close cousin attention are scarce commodities in our fast-paced world. We are constantly bombarded by information and sensory overload. Unceasing advertisements haunt us from our first waking moments to our exhausted end of the day. The pace of change keeps increasing and threatens to overwhelm us. The Internet has given us access to a vast wealth of information. Unfortunately, it has not helped us to organize or make sense of it very well to date.

What information consumes is rather obvious: it consumes the attention of its recipients. Hence, a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it. ...

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