Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions - Softcover

Ash, Tim; Ginty, Maura; Page, Rich

Softcover

ISBN 10: 0470610123 ISBN 13: 9780470610121

Publisher: Sybex, 2012

Synopsis

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.

About this title

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 and Web Analytics Manager for a Fortune 500 company. 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.

From the Back Cover

OPTIMIZE YOUR LANDING PAGES AND SEND PROFITS SOARING

"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

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:

• Identify mission-critical parts of your website and their true economic value
• Define important visitor classes and key conversion tasks
• Avoid the seven deadly sins of landing page design
• Deploy powerful neuromarketing techniques to persuade people and move them to act
• Make use of best practices for e-commerce and lead generation
• Uncover problems with your page and decide which elements to test
• Understand the power and limitations of common optimization testing approaches
• Develop an optimization action plan and get buy-in from all key players

From the Inside Flap

OPTIMIZE YOUR LANDING PAGES AND SEND PROFITS SOARING

"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

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:

• Identify mission-critical parts of your website and their true economic value
• Define important visitor classes and key conversion tasks
• Avoid the seven deadly sins of landing page design
• Deploy powerful neuromarketing techniques to persuade people and move them to act
• Make use of best practices for e-commerce and lead generation
• Uncover problems with your page and decide which elements to test
• Understand the power and limitations of common optimization testing approaches
• Develop an optimization action plan and get buy-in from all key players

Edition details

• Publisher: Sybex
• Publication date: 2012
• Language: English
• ISBN 10: 0470610123
• ISBN 13: 9780470610121
• Binding: Paperback
• Edition number: 2
• Number of pages: 480