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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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Overview of Content Management and Testing

Let’s look at the basic components necessary to run a landing page test.

Content Management System

The purpose of a content management system (CMS) is to manage all of the pieces of content that make up a website or landing page. These include HTML code, Cascading Style Sheets (CSS), images, videos, and site organization features such as menus. They range from simple one-person blogs to huge systems for enterprise publishing that support multiple users in various roles, workflows, content syndication, localization and multiple languages, and much more.

At the lower end are a number of free and open source tools. At the enterprise level, picking a system can easily involve millions of dollars in migration, ...

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