In this video interview by Web Marketing Today, conversion and design expert Lance Loveday discusses why it’s important to test non-landing pages.

Historically, he says, the first emphasis was on optimizing clicks to the site using SEO and paid search. The next emphasis was on optimizing landing pages to get the click-through. But there are other points at which a site can profit by optimizing. E-commerce sites, for example, should optimize the check-out process, since some customers leave before completing the checkout.

See the full interview here:

 

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