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 Includes a Google AdWords gift card Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.
Landing Page Optimization
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From the Back Cover
Inside: Your Google AdWords gift card worth $50, plus $100 off of Conversion Conference, $100 off of a SiteTuners Express Review, and over $50 in AttentionWizard visual attention heatmaps. 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: 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 "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 Inside: Your Google AdWords gift card worth $50, plus special coupons for Conversion Conference, SiteTuners, and AttentionWizard worth more than $250!
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.
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Customer Reviews
Most Helpful Customer Reviews
0 of 1 people found the following review helpful
By elyman
Format:Paperback|Amazon Verified Purchase
An excellent, focussed text. Well explained and a fairly easy read.
I have to admit that some of the subject matter was beyond me, (that is no reflection on the authors), however, I have learned some brilliant techniques and approaches, and I will keep this book at hand on my bookshelf.
I have to admit that some of the subject matter was beyond me, (that is no reflection on the authors), however, I have learned some brilliant techniques and approaches, and I will keep this book at hand on my bookshelf.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.7 out of 5 stars
47 reviews
11 of 11 people found the following review helpful
5.0 out of 5 stars
Incredible, Must-have, Superuseful Tool to Increase Web Sales
5 Jun 2012
By Viktoria
- Published on Amazon.com
Format:Kindle Edition
Landing Page Optimization is a must-have book for anyone in e-commerce and online marketing. This is the bible of online money making, and turning visitors into buyers - a one-stop resource for traffic acquisition and conversion.
For me this book was a magic tool that helped me not only see the whole web business differently (and I'm a seasoned professional with more than 10 years of experience), but to quickly bring measurable results and increase ROI. After reading this book, it took a few weeks to make changes and see dramatic sales increases.
There are always opportunities to improve your website or landing pages and this book will tell you what to do and how to do it. I'd call this book "an eye opener". This is the best resource I've ever come across for conversion rate optimization. It's incredibly comprehensive, with tons of useful information.
Here is why I would recommend it:
1) It helped me to understand all of the major conversion problems with what I previously thought of as my "perfect" site.
3) It laid out all conversion-improvement tools that we needed, and saved us lots of time.
4) It gave us a complete blueprint for developing our conversion strategy and building the internal team.
5) I was able to triple the conversion rate in two months using very few outside resources.
I strongly urge you to read this book and implement the strategies and tactics described. I personally keep it on my desk within easy reach and refer to it often!
For me this book was a magic tool that helped me not only see the whole web business differently (and I'm a seasoned professional with more than 10 years of experience), but to quickly bring measurable results and increase ROI. After reading this book, it took a few weeks to make changes and see dramatic sales increases.
There are always opportunities to improve your website or landing pages and this book will tell you what to do and how to do it. I'd call this book "an eye opener". This is the best resource I've ever come across for conversion rate optimization. It's incredibly comprehensive, with tons of useful information.
Here is why I would recommend it:
1) It helped me to understand all of the major conversion problems with what I previously thought of as my "perfect" site.
3) It laid out all conversion-improvement tools that we needed, and saved us lots of time.
4) It gave us a complete blueprint for developing our conversion strategy and building the internal team.
5) I was able to triple the conversion rate in two months using very few outside resources.
I strongly urge you to read this book and implement the strategies and tactics described. I personally keep it on my desk within easy reach and refer to it often!
4 of 4 people found the following review helpful
5.0 out of 5 stars
Conversion advice from a true expert
7 Jun 2012
By Lance Loveday
- Published on Amazon.com
Format:Paperback
Tim Ash is hands down one of the best web optimization experts in the business. He's also a funny and engaging speaker. Fortunately that also carries over into his writing.
Buy this book if you:
- Want to really understand the art and science of conversion optimization
- Want actionable insights on which to build a testing strategy
- Would rather invest once to improve your conversion rates instead of investing repeatedly to buy more traffic month after month
- Enjoy reading books written by smart people
- Want to improve your online business performance
Lance Loveday
CEO, Closed Loop Marketing
Co-author, Web Design for ROI
Buy this book if you:
- Want to really understand the art and science of conversion optimization
- Want actionable insights on which to build a testing strategy
- Would rather invest once to improve your conversion rates instead of investing repeatedly to buy more traffic month after month
- Enjoy reading books written by smart people
- Want to improve your online business performance
Lance Loveday
CEO, Closed Loop Marketing
Co-author, Web Design for ROI
3 of 3 people found the following review helpful
5.0 out of 5 stars
Excellent treatise on an obscure, but vitally important, area
2 Aug 2012
By Jerry Saperstein
- Published on Amazon.com
Format:Paperback|Amazon Vine™ Review
(What's this?)
A million years ago, I learned how to write direct response marketing copy, what we used to call mail-order ads. The beautiful think about direct response marketing is that the market told you how you were doing - you either got lots of responses to your offer or you didn't. Every variable of an ad was tested, from the typefaces used to the headline, from the tiniest nuances of copy to the impact of the size of the ad.
Test results were an open secret: you learned what ads worked because they were the ones that ran most often, sometimes for years.
At heart, the web is direct response marketing. In fact, it may be the most brutal of direct response arenas.
Back then, especially in print advertising, you had the advantage of print media. Magazines were specialized: if you someone read, for example, Popular Science, you could presume a general interest in the technology of the day. For the most part, that is why the magazine was in a reader's hands.
Today, particularly with content farms and their ilk, the reader arrives at a web page perhaps with a specific interest in mind, but distracted and confused by a thousand different claims, promises, false leads and who knows what else.
You have an instant to grab their attention and then convert that attention into a desired action.
Study this book assiduously and you will learn what you need to know in order to approach the issue of conversion. It won't make you an expert in the sense of providing you with a set of answers and solutions that apply to every situation. Rather, it will equip you to understand what questions need answering.
Some may be put off by this book's "by the numbers" approach: it begins at the beginning and ends at the end and does an excellent job of covering everything in-between. This textbook approach may be irritating to some, but it pays off in that the student will gain a thorough understanding of the subject.
The book is broken into reasonably sized chunks of text, each covering a specific subject. There are numerous (and quite well done) examples illustrating various points. The writing style is neutral and never overly aggressive.
Overall, this is a text for the serious student who wants to understand what conversion is, when and why you should be concerned with it and, generally, how to increase your conversion rates. For the dedicated student, it will result in a rewarding experience.
Jerry
Test results were an open secret: you learned what ads worked because they were the ones that ran most often, sometimes for years.
At heart, the web is direct response marketing. In fact, it may be the most brutal of direct response arenas.
Back then, especially in print advertising, you had the advantage of print media. Magazines were specialized: if you someone read, for example, Popular Science, you could presume a general interest in the technology of the day. For the most part, that is why the magazine was in a reader's hands.
Today, particularly with content farms and their ilk, the reader arrives at a web page perhaps with a specific interest in mind, but distracted and confused by a thousand different claims, promises, false leads and who knows what else.
You have an instant to grab their attention and then convert that attention into a desired action.
Study this book assiduously and you will learn what you need to know in order to approach the issue of conversion. It won't make you an expert in the sense of providing you with a set of answers and solutions that apply to every situation. Rather, it will equip you to understand what questions need answering.
Some may be put off by this book's "by the numbers" approach: it begins at the beginning and ends at the end and does an excellent job of covering everything in-between. This textbook approach may be irritating to some, but it pays off in that the student will gain a thorough understanding of the subject.
The book is broken into reasonably sized chunks of text, each covering a specific subject. There are numerous (and quite well done) examples illustrating various points. The writing style is neutral and never overly aggressive.
Overall, this is a text for the serious student who wants to understand what conversion is, when and why you should be concerned with it and, generally, how to increase your conversion rates. For the dedicated student, it will result in a rewarding experience.
Jerry
›
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4.7 out of 5 stars
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