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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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Strategies for Getting Started

A testing program has to be established, and then it becomes an ongoing or periodic activity in the online marketing department. The success of the first project is critical for establishing the long-term momentum for subsequent engagements. There are a number of strategies that you can pursue as you get started.

Start Small

A common way to start your testing program is with a small test. Once you have demonstrated your ability to pull off a complete end-to-end landing page experiment, you should have enough support to continue. The key to this approach is to appear nonthreatening and not ask for a lot of help.

Components of a small test may include the following:

Unimportant Landing Page Do not try to fix your ...

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