I like what you’re saying regarding “if you don’t find tests that are unsuccessful or fail, then you’re not investing enough into it. ”

So true. I find that the best way to progress and grow as a landing page designer or optimizer is to develop your own internal checklist of things that go wrong, so that you can learn from them and avoid repeating your bad practices.

Many landing page tests come out virtually even, which can be disappointing. Sometimes you have to swing for the fences a little to bring some drama to the test and find things that have a large influence (good or bad).

Looking forward to more posts on this.