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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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Visual Analysis Tools

Web analytics tools mostly concern themselves with page-level issues. They may help identify behaviors related to the whole page (such as likelihood of bouncing), or help identify flows of people across pages on a website. However, they are not well suited for understanding the behavior of people within a page.

A new class of visual analysis tools allows you to understand site activity at a much more granular level. Since our experience of the Web is primarily visual (seen through a browser window), the nuances of our interactions with the page can provide a rich source of information about potential conversion problems. For example, you can track the movement of people’s mice, see if they scroll the page, watch what they ...

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