Uncover Problems and Decide What to Test
The unflinching courage and clinical detachment with which you examine the existing landing page problems will in large part determine the success of your optimization program.
Look for all of the common landing page deadly sins from Chapter 4, “Common Problems—The Seven Deadly Sins of Landing Page Design.” Use all of the applicable tactics and tools from Chapter 5, “Conversion Ninja Toolbox—Diagnosing Site Problems,” to dissect your site. Try not to censor yourself or your information sources. This is brainstorming with no right or wrong answers. Simply record any issues dispassionately, regardless of how trivial or fundamental they may appear to be.
Once you have collected all of the raw data from ...