anything that you can do to minimize anxiety will help conversion.

button presentation should all be tested to optimize results.

Pain avoidance

testimonials should not just be from experts, but from our peers. They should change order depending on target audience or specific landing page

business approach called managing by exception.

The word significant in statistical terms means only that you have high enough confidence in your answer. It does not mean that the effect found in your test is large or important. If you collect a large enough data sample, even tiny differences can be found to be statistically significant.

“reciprocal concession” involves asking for something unreasonable (more than you really expect), and then retreating and asking for a much smaller request.

Multiply the revenue per visitor for a particular type of landing page by the number of visitors who land on it. This will give you a revenue estimate for the traffic source. Multiply that number by the bounce rate (the percentage of visitors who immediately exit without viewing another page). This will give you a rough sense of the potential lost

Coherency is the harmonious consistency in the relation of all landing page parts to the whole.