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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 Company Politics of Tuning

You need the active cooperation of all the usual suspects to pull off the project. Although there are common difficulties with some of the required team roles, there are ways of mitigating these issues.

But there is another class of constituencies within your company that is also critical. Each of these groups has a goal of empire building at worst, self-perpetuation and reputation building at best. Members of these groups often achieve their goals through noncooperation (by restricting or blocking the initiatives of others). Departmental silos and territorialism are often the biggest obstacles to successful landing page optimization. Unlike the usual suspects (whose active cooperation you may need), these people ...

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