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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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Assuming That Testing Has No Costs

Many people opine that landing page testing is a silver bullet. You pick some page elements to test, collect your data, and all of a sudden you have a better-performing landing page. In fact, not all of your test plan ideas are going to improve your conversion rate. Unfortunately, you don’t know ahead of time which of your variable values will be successful. If you did, you would not need testing in the first place.

A certain kind of mental reframing is required as part of the proper perspective:

Each landing page test has a cost. You will have to expend time and effort to set up the test, monitor data collection, and analyze the results. Even if your test is successful, you still have to consider work that ...

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