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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 13

Strategic Marketing Optimization

An ounce of practice is worth more than tons of preaching.

—Mahatma Gandhi

The term conversion-rate optimization is a misnomer. It implies that conversion-rate improvement should be the sole goal of your testing work. That’s a limited view.

Although conversion-rate lift is important and should be a goal for individual tests, the result of a testing strategy produces much more. As you’ve seen from the case studies in this book, test results can produce massive revenue improvement, learning, and customer insights. Forward-thinking CMOs and business leaders use these quantitatively tested insights to create a positive feedback loop into their marketing and business strategies.

Beyond even those outcomes, ...

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