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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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Insource or Outsource?

Should you outsource your testing program or “insource” it by doing everything in-house?

Consultants are people who borrow your watch and tell you what time it is, and then walk off with the watch.

—Robert Townsend, Author of Up the Organization

Do consultants add any real value?

Working definition of insanity—doing the same thing over and over again and expecting a different result.

—Common quote

Can you make any real progress with your landing page optimization program given your current internal team and culture?

The decision to insource or outsource your landing page testing project is complicated and depends on many factors:

Core Competency Focus Some companies consider online marketing in general, and landing ...

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