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The potential for your marketing improvement depends on the strength of your testing hypotheses. But where are you getting your test ideas from? Have you been scouring competitor sites, or perhaps pulling from previous designs on your site? The web is full of ideas and you’re full of ideas – there is no shortage of inspiration, that’s for sure. Coming up with something you want to test isn’t hard to do. Coming up with something you should test can be hard to do.

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