Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition

Your Baby Is Ugly

This book is not simply about learning new skills. It is about changing your relationship to your website and its visitors. Like a parent, you are probably very proud of your creation but you probably can’t see it objectively. But let’s get one thing straight. It’s going to be painful to hear, but it’s true.

Your baby is ugly.

Your landing page has significant and fundamental problems that affect its business performance.

Let’s clarify. When we say “ugly,” we don’t just mean that it is lacking in artistic appeal (it may actually be very “pretty”). We are talking about the whole host of gross and subtle elements that contribute to your visitor’s suboptimal total experience—often without your knowledge.

You are probably much ...