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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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You Are Not as Good as You Would Like to Believe

Imagine that you have been involved in designing or marketing websites and their landing pages for a long time. This typically involves holding fun brainstorming sessions, creating exciting graphical presentations of possible page designs, and writing persuasive offers and text copy.

Then comes the public unveiling and the first influx of visitors to your website. As the euphoria of the project starts to wear off, you inevitably start to see chinks in the armor of your beautiful and perfect creations: The text is too long, the intended audience is not identified clearly enough, there are no useful navigational cross-links if someone lands on a page deep within the site.

It gets worse.

Your dread ...

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