Experimentation-based Landing Page Optimization
Experimentation-based LPO can be achieved using A/B testing, multivariate LPO, and total-experience testing. These methodologies are applicable to both closed- and open-ended experimentation.
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“I foresee the time when the painter will paint that scene, no longer going to Rome for a subject; the poet will sing it; the historian record it; and, with the Landing of the Pilgrims and the Declaration of Independence, it will be the ornament of some future national gallery, when at least the present form of slavery shall be no more here. We shall then be at liberty to weep for Captain Brown. Then, and not till then, we will take our revenge.”
—Henry David Thoreau (1817–1862)
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—Rhonda Cornum, United States Army Major. As quoted in Newsweek magazine, “Perspectives” page (July 13, 1992)