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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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Assemble Your Team

You need to diplomatically rally all important contributors and gatekeepers around your cause. These will likely be the key roles mentioned as the usual suspects in Chapter 13, “Assembling Your Team and Getting Buy-in.” Always understand every stakeholder’s concerns, limitations, and biases. Show them why it is in their best interests to help you and how the project will make them look good.

If this is your first landing page test, then review “Strategies for Getting Started” in Chapter 13. Pick the approach that is most appropriate for your company and political environment. Since you have prepared the financial model to describe the impact of your proposed test, you should try to get the buy-in of the highest management levels ...

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