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How to Convert Your CEO to a Landing Page Testing Fan.(chief executive officer)
CHALLENGE: His seven years of experience in online marketing told Mark Ogne, VP Marketing RingCentral Inc., a provider of telephony systems for small businesses, that it's critical to test Web pages that convert visitors into customers.
But at the time RingCentral's management team trusted their intuition and felt their landing page didn't need tests or improvements.
It's a typical dilemma for marketers. Many company leaders have risen to success by trusting their own gut instincts. Telling them they don't know the marketplace as well as they'd like to think can be uncomfortable. Plus, your fellow marketers may consider creativity and scientific ...
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