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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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Decide What Constitutes Success

At this point, you should already understand your business goals and the lifetime value of your desired conversion actions. From this, you can determine what you will measure in your test. The simplest measure is conversion rate. For many environments this will work well. However, if you have multiple conversion goals or multiple items for sale in an e-commerce setting, you may have to calculate and measure either conversion revenue or gross margin contribution. The math required to analyze this kind of data is much more complicated than the simple counting involved in conversion rate optimization.

Delayed conversions need to be taken into account. Depending on your specific audience and conversion action characteristics, ...

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