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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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The Usual Suspects

Your testing program can move forward and still fail. If it does, it will likely happen as a result of a “death by a thousand cuts.” Your original test ideas will be reviewed, tweaked, overruled, and co-opted by many others along the way. Every minor change seems innocent enough on its own, but as the fine layers of changes are added on top of one another, you can end up with a locked grasp on the same basic errors.

But you have no choice because you need the cooperation of many people. You have to bear the ultimate responsibility for wrangling and herding them roughly in the desired direction. So your skills as a diplomat and persuader will be very important.

A camel is a horse designed by a committee.

—Sir Alec Issigonis ...

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