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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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Selecting Elements to Test

Not all things on your landing page matter. A few key changes to your page could result in the biggest conversion rate improvement. This implies that there are a large number of trivial changes that will not help at all. Since you don’t know ahead of time which those are, you must resign yourself to the fact that not all of your testing ideas will pan out. In fact, some of your elements may already be great performers, and your proposed alternatives will actually drag down conversion rates during the test.

Here’s one key thought to keep in mind: “Your mileage may vary.” Do not automatically copy recent changes that your competitors have incorporated in their sites. They may not know what is best, or their audience may ...

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