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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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Analyze the Results and Verify Improvement

How you analyze your data depends on the exact elements in the test plan and their constraints, the conversion actions and their respective values, the tuning method, and the specific landing page testing software chosen. In the simplest case, an A-B split test can be stopped when statistical confidence has been reached via a simple spreadsheet calculation. If you have a complicated multivariate test and are examining variable interactions, you may need the assistance of an outside statistician to properly interpret the results.

If your test proves inconclusive, you have three options:

  • Abandon your test if the reasonable data collection window has passed.
  • Start another test with different test elements. ...

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