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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 7

Optimize for Clarity

Everything should be made as simple as possible, but no simpler.

—Albert Einstein

The Dalai Lama walks into a pizza joint.

The server asks, “What can I get for you?”

The Dalai Lama considers carefully for a few moments and then says, “Can you make me one with everything?”

(Pause for effect.)

Don’t underestimate your prospects’ ability to misunderstand you.

There are some who believe conversion-rate optimization involves sophisticated persuasion techniques to motivate prospects to convert into customers. And they’re correct. You can use many advanced tactics to enhance motivation, some of which you saw in Chapter 5 (“Optimize Your Value Proposition”) regarding pricing. The field of knowledge is growing rapidly ...

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