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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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Not Factoring In Delayed Conversions

Carefully consider delayed conversions in your data collection and subsequent analysis. A delayed conversion happens when a visitor acts only after a noticeable delay or on a subsequent return visit to your landing page. Such delays can range from hours to many months.

Depending on your audience and landing page, you may have a low percentage of delayed conversions. This is usually the case when the landing page is stand-alone and single purpose. The required conversion action is usually nonthreatening and does not involve payment or the disclosure of a lot of personal information.

For example, imagine that you run a lead-generation company in the financial services industry. You sell the contact information ...

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