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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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Testing Multiple-Page Flows

We covered some best practices for multiple-page flows in Chapter 8. This section is designed to give you some additional perspective on testing them since multiple page flow testing presents its own unique challenges.

It is common in linear flows (such as registrations or checkouts) to ask for the least invasive and personal information first. By starting small, your visitors are drawn in smoothly and painlessly. By the time you ask for the bigger commitments (like credit card details), they already have a lot of investment in the process and are much more likely to continue.

A common testing element is the number of steps in the flow. In some cases (if you have fewer fields on your conversion form), you may want ...

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