Information Technology Reference
In-Depth Information
i am most sure you have heard this a thousand times, but the importance of
applying visit or visitor segments is critical. these segments work great in form analysis
as well. they work so well that you might end up doing “mis-optimization” (as you
learned in chapter 11) if you do not apply this attitude.
if process conversion rates have improved because of a change in the mix of visi-
tor types entering the form, it is absolutely essential that you identify the cause—not
simply the existence—of that change!
now on to the last chapter of the topic, which will be less theoretical than the
last two optimization chapters and a whole lot more hands-on. let's get to it.
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