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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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Action

Desire and action are not distinct stages but rather a continuing give-and-take. Increasing desire pulls us to take successively larger steps toward the ultimate conversion goal. Each of these steps is in itself an action. After each action, we build on its momentum to create enough desire to jump to the next level of action and commitment.

Finding the best solution and finding the best provider for that solution are largely independent decisions. Just because you have gone to great lengths to help visitors research, compare, review, and customize a good solution does not mean that they will buy it from you. Especially if the item in question is a commodity, or widely available from a number of online and offline sources, many people ...

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