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Pay-Per-Click Search Engine Marketing: An Hour a Day by Joseph Kerschbaum, David Szetela

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Chapter 11. Month 8—Test and Optimize Landing Pages

In Chapter 10, "Month 7—Test Ads by Using Advanced Techniques," we discussed designing and testing your landing page to maximize conversion rates. In this chapter, you're going to learn how to optimize your landing page by conducting more-rigorous testing. You'll learn which elements of your page you should test, how A/B and multivariate tests differ, and how to interpret test results.

Chapter Contents

  • Week 29: Plan Your Tests

  • Week 30: Use Google Website Optimizer

  • Week 31: Conduct A/B and Multivariate Tests

  • Week 32: Report and Interpret Results

Week 29: Plan Your Tests

This week, you're going to learn how to plan your landing page testing. The foundation of a successful landing page optimization requires ...

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