That was kind of common sense, but nonetheless it came to me as a pretty big realization.

Thanks…

2) Banner? You mean header graphic or an actual banner? Header: maybe, if it’s dead on relevant. Banner? I would say no.

4) One landing page CAN work for multiple keywords, etc, but several would work BETTER.

6) Very good stuff. Perry is the man.

And it’s “Just what an (un-named) loyal reader ordered”.

Comments:

#1 was a current (soon-to-be-past) mistake of mine.

#2: Would you include the use of BANNERS in this “mistake”? The “conventional guru wisdom” is to put a Banner on your Landing Page. But based on my experience at this point, I think “No banners on your Landing Page” MIGHT be a better rule…??

#3 was a current (soon-to-be-past) mistake of mine.
(In my case, it was “I” talk, rather than “you” talk.)

#4: THIS is the one I can debate a bit with you…

I have found in the past, that ONE landing page CAN work for multiple keywords – IF you choose those keywords such that they have a common element. (For instance, a Group of keywords circling around a Central Theme – - bringing traffic that will respond to a Landing Page, with copy targeted to that Central Theme.)

Your opinion on this??

#5: Like most, I HATE long sales pages. But also like most, I am learning that they work…

#6: The best commentary on testing, is something I heard from Perry Marshall. To mis-quote him:

“Don’t test to improve your success rate; Test to reduce your failure rate.”

“The typical landing page out there RIGHT NOW, gets 1% conversion or WORSE! That’s a 99% failure rate. When you tweak your landing page elements, think: ‘I want to reduce that lost traffic, from 99% to 98%.’ ”

“You’ll find the attitude of making a 1% reduction in Failure, MUCH easier, than the attitude that you have to double your Success rate. Even though these will turn out to be the same thing.”

Ray