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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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Focus on the Negative

Instead of waiting only for good news, filter it out instead. Accentuate the negative. Focus on problems and things that are askew. The mind-set that I am describing is not some prescription to become a cynical person. It is a well-respected business approach called managing by exception. Assuming that you have set up your systems and procedures properly, you should have key indicators that tell you when things are going smoothly. During those times you should work on further strategic improvements to your business. Only if something goes wrong (as quickly flagged by your monitoring of key performance indicators in your web analytics tools) should your attention and resources be focused on the problem.

I do not mean to ...

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