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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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Collecting Insufficient Data

One of the advantages of online marketing in general (and landing page optimization in particular) is the ability to measure everything. All online marketing campaigns and programs should be run “by the numbers.” The difficult part is in knowing which numbers to use and when.

Many online marketers like to watch the pot boil. Like stock market day traders, they get hooked on the action and make frequent changes to their programs. Some even use automated tools, such as PPC bid management, to make decisions more frequently than is humanly possible. This goes back to the adrenal rush of the lizard brain looking for prey; we’re pouncing for data checks instead. There is nothing inherently wrong with automated tools or ...

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