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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Chapter 15

Avoiding Real-World Pitfalls

No battle plan survives contact with the enemy.

—Helmuth von Moltke (1800–1891), Prussian Army Chief of Staff

How do you reconcile the need for planning 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 to complete a successful landing page test.

Many of the pitfalls reviewed here are cautionary tales that consistently trip up even experienced testers. All the planning in the world will not save you. Neither will being really smart. Most of the topics described here can only be learned through painful and costly direct experience. This chapter can help you learn from other people’s ...

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