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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, by Tim Ash, Maura Ginty, Rich Page
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A fully updated guide to making your landing pages profitable
Effective Internet marketing requires that you test and optimize your landing pages to maximize exposure and conversion rate. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords.
- Features fully updated information and case studies on landing page optimization
- Shows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakes
- Provides a step-by-step implementation plan and advice on getting support and resources
Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.
- Sales Rank: #135853 in Books
- Published on: 2012-04-24
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .92" w x 7.40" l, 1.54 pounds
- Binding: Paperback
- 496 pages
From the Back Cover
Optimize Your Landing Pages and Send Profits Soaring
How much more money could you be making with better website and landing page design? The latest edition of this bestselling guide shows you step by step how to test and tune landing pages and dramatically improve your bottom line.
With more than 150 pages of new material, this ultimate marketer's resource is packed with practical strategies and tips, as well as eye-opening case studies. Transform your site as you learn how to:
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Identify mission-critical parts of your website and their true economic value
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Define important visitor classes and key conversion tasks
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Avoid the seven deadly sins of landing page design
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Deploy powerful neuromarketing techniques to persuade people and move them to act
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Make use of best practices for e-commerce and lead generation
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Uncover problems with your page and decide which elements to test
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Understand the power and limitations of common optimization testing approaches
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Develop an optimization action plan and get buy-in from all key players
"I love it when someone who's obviously a true expert shares almost everything he knows. I can't believe the amount of useful information and actionable insights Tim has crammed in here."
—Steve Krug, Author of Don't Make Me Think
"Tim has figured out what so many people don't understand: your website can (and should) get better. Every single day."
—Seth Godin, Author of Meatball Sundae
"Tim's Landing Page Optimization is a must-have for your bookshelf."
—Bryan Eisenberg, New York Times and Wall Street Journal bestselling author
"Buy this book. Go rock it!"
—Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0
"This is the best business-focused, measurement-based guide to website design I have seen."
—Don Norman, Cofounder of Nielsen Norman Group and author of Living with Complexity
About the Author
Tim Ash is the CEO of SiteTuners, a firm that improves website conversion rates through landing page diagnosis and redesign, conversion consulting, A/B split and multivariate test plan creation, and client training/mentoring. Tim has worked with hundreds of clients including Canon, Google, Expedia, CBS, Sony Music, Facebook, Cisco, and Coach. He is a highly regarded keynote and conference presenter, and the chairperson of Conversion Conference.
Rich Page is an Optimization Consultant for Adobe, working with Fortune 500 companies to improve their website optimization strategies and results. He is also the author of 'Website Optimization: An Hour a Day', due out in May 2012, and also runs a popular website optimization blog at rich-page.com.
Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. All three authors are frequent speakers at online marketing conferences.
Most helpful customer reviews
132 of 140 people found the following review helpful.
A great source yet very uneven book
By Smiling Zee
This book may be the best thing since sliced bread for you, or can be practically useless. It has an extensive focus on Joe web surfer's persona, on why and how he behaves on the web. It also explains basic concepts such as A-B split testing, ROI, and gives a few examples from author's consulting background. There's a few mathematical formulas, which I am sure are excellent for marketing folks.
But what completely lacks from this book is THE WHAT and THE HOW. The "Uncovering Problems" section is surprisingly small and has no real value. It is explainable - the later part of the book is nothing but a marketing promo of author's consulting business. This costs author 1 star in my review.
The second star I remove because this book is completely useless for small to medium business. If you are a company with under $20 million in revenue - which is where 99% of websites belong - this book is not going to help you much.
45 of 52 people found the following review helpful.
One of the most important web marketing and sales books you'll own
By Tom Carpenter
This is a very important book. It helps you understand why the landing page is so impacting on the final actions of your visitors and what a landing page is for that matter. The book provides you with excellent guidance for analyzing your current website and determining how to make it easier for the visitor to use and, more importantly, easier for the user to do what you need them to do.
I loved the section titled, "Why your site is not perfect". It provides excellent information on how to uncover hidden problems in your site that your users are experiencing even though you may not have noticed them. Let's just say that it goes way beyond dead links.
Finally, "the math of tuning" shows you how to make logical decisions for next steps and make sure you're not wasting time fixing things that aren't broken or don't matter. Overall... a great book.
40 of 46 people found the following review helpful.
Broad but extremely thin -- beginners only
By Lowell Prescott
If you know absolutely nothing about marketing or web commerce, this may be the book for you. It touches on a great many important subjects, and provides a useful -- if brief -- introduction to each.
If, on the other hand, you have ANY experience at all with basic marketing principles and the concepts and techniques behind optimizing your web site to maximize customer response, you will find this book quite tedious.
Simply put, nothing in this book gets more than surface treatment. Hundreds of very valuable concepts are introduced but none is ever fleshed out in a useful fashion. Practical examples are almost non-existent. Case studies are not used. Techniques are described in the broadest terms so that they may apply to any of a million different contexts or scenarios. This approach renders the book nearly useless to anyone who has even a little bit of knowledge in this area.
After reading a few chapters, I was simply bored out of my mind. I switched to scanning sections and dropping in periodically to see if the level of detail increased, but it did not. I do not consider myself an expert by any means, but there was nothing here that I found enlightening or even useful. It's all too bland and general.
I started the web site for my small business about five years ago, and constantly seek out new sources of insight into how I can improve it. The information in this book was just too generalized to be of any use.
If you are new to web marketing, use this as a primer, but you will soon be itching for a more practical resource. A shorter but infinitely more helpful (and entertaining) primer might be something like Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition. From there, you will need individual books on things like analytics, keywords, SEO, pricing, copywriting, etc.
In that vein, I thought I was buying a book about optimizing my landing pages (a very big and complex subject all its own). This book touches on that, but not in a way that I found particularly detailed or useful. A better title for this book might be, "Introduction to Marketing (Web Edition)".
See all 139 customer reviews...
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