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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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Welcome to Your Brain

If what you’ve read so far is already sparking ideas of how to refine future web projects, you are relying on your higher-reasoning faculties to make these plans. But this is not the only mode in which your brain operates. Despite the fact that people can be very sophisticated and intelligent, we still carry a lot of our old evolutionary baggage with us.

A lot of the problems that we have with the Web in general (and landing pages in particular) are due to the limitations of our brains when trying to use this medium. There is a disconnect between how our brains evolved and how we are forced to use them on the Web. Much of the resulting friction stems from how we take in information, process it, learn, and make decisions. ...

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