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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing by Chris Goward

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Chapter 1

Why You Should Test That

Almost everything that distinguishes the modern world from earlier centuries is attributable to science, which achieved its most spectacular triumphs in the seventeenth century.

—Bertrand Russell

What is optimization? The word optimization has become extremely popular in digital marketing in recent years, which has led to some confusion as well as a plethora of acronyms.

There’s conversion-rate optimization (CRO), also known as conversion optimization (CO); landing-page optimization (LPO), which is really a subset of CRO; marketing optimization (MO); business process optimization (BPO); search engine optimization (SEO); website optimization (WSO); social media optimization (SMO); and now, apparently, video search ...

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