Chapter 11. Avoiding the Pitfalls
No battle plan survives contact with the enemy.
How do you reconcile the need for planning required to develop your action plan in the previous chapter with this quote? They seem contradictory, yet both are true. This chapter is about the real world. After all the planning is over, you still have to sidestep many pitfalls in order to complete a successful landing page test. This chapter can help you learn from other people's common mistakes.
A Final Warning
Before we begin, here's a warning: if you have diligently read this book, many of the pitfalls described in this chapter should be a review. But chances are you have ignored some of my previous cautions ...
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