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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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Introduction to Testing Terminology

Before we discuss common testing methods, you need to understand some common concepts and definitions used in landing page testing. Members of the testing community refer to the same concepts but sometimes use different language to describe them. We will note such cases as appropriate, and will use the terminology interchangeably for the remainder of this book.

As we discussed in Chapter 10, “Common Testing Questions,” the primary objective of landing page testing is to predict the behavior of your audience given the specific content on the landing page that they see. You will collect a limited sample of data during your test, summarize and describe it (using descriptive statistics), and predict how people ...

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