This landing page article/case study is fantastisk. All of the value is in the visuals: the original landing page example on page 3, and the optimized page examples on pages 5 and 6. I guess you can read the text also, if you want.
http://www.taguchinow.com/TaguchiWP.pdf
In the world of marketing consultant whitepapers, this one's a winner.
Disclaimer: Usefulness of whitepaper may not necessarily reflect usefulness of marketing consultant
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