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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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Select an Appropriate Tuning Method

The tuning method that you choose will depend on several factors. Your choice of tuning method will influence your choice of available tools. This, in turn, can influence whether you choose to run the test in-house or outsource it. Factors you’ll want to consider include the following:

Size Use the right tool for the right job. If your test plan involves only one variable, you can do an A-B split test. If it involves a small number of variables (with a search space of a few dozen total recipes), you can use some variation of parametric fractional factorial or full factorial multivariate testing. If your search space consists of millions of possible recipes, you will have to use proprietary advanced nonparametric ...

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