Part II: Finding Opportunities for Site Improvement
This part of the book is about problems: seeing them clearly, having the right tools to identify them, and understanding their psychological roots. Before you can improve conversion rates, you must first see what is wrong or suboptimal. We encourage you to become a worrywart, a skeptic, and a cynic. Focus on both the subtle and gross issues with your landing pages. Only then can you soberly assess and address them. At the end of this journey lies the promised land of higher conversion rates, but you have to go through the valley of problems to get there. Part II consists of the following chapters:
Chapter 4 Common Problems—The Seven Deadly Sins of Landing Page Design
Chapter 5 Conversion Ninja ...