A Sober Look
Landing page testing is the “gold standard” of conversion improvement. By tracking the actions (or inactions) of your visitors when they’re presented with a certain version of your landing page, you can reliably determine which version they prefer. It is truly a case of “listening to the voice of the customer.”
However, you do not need to run landing page tests to uncover many conversion issues. They are so common and so blatant that we have enshrined them as the “Seven Deadly Sins of Landing Page Design.”
This chapter explores some common landing page problems. You may look at the extreme examples presented and laugh at the obvious problems with the pages.
However, even though you may deny it, chances are your own page suffers from ...