Most digital marketers agree that landing pages can make or break any campaign, be it PPC, social media, email, or display ads. Once you get people to click, the landing page has to convince your visitor to complete the conversion.
To assist in the goal of landing page success, a number of software platforms exist to help marketers test landing page elements. Visuals, calls-to-action (CTAs), layouts, offers, buttons, and many more elements can be tested. Software can help you conduct A/B tests and create new landing pages on the fly. Just a tweak with the placement of a key visual element might lead to a significant increase in landing page performance.
https://www.wordstream.com/blog/ws/2014/09/11/voice-of-the-customer/
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