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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (Paperback)

by Tim Ash (Author)

4.3 out of 5 stars See all reviews (3 customer reviews)

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Product details

Paperback: 384 pages
Publisher: John Wiley & Sons (25 Jan 2008)
Language English
ISBN-10: 0470174625
ISBN-13: 978-0470174623
Product Dimensions: 23.1 x 18.5 x 2.5 cm

Average Customer Review: 4.3 out of 5 stars See all reviews (3 customer reviews)

Amazon.co.uk Sales Rank: 25,073 in Books (See Bestsellers in Books)

Popular in these categories:

#6 in	Books > Computing & Internet > Web Development > Software Testing
#15 in	Books > Business, Finance & Law > E-Commerce > Web Marketing
#31 in	Books > Computing & Internet > Programming > Graphics & Multimedia

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Product Description

How much money are you losing because of poor landing page design? In this comprehensive, step–by–step guide, you’ll learn all the skills necessary to dramatically improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor classes and key conversion tasks, gaining insight on customer decision–making, uncovering problems with your page and deciding which elements to test, developing an action plan, and avoiding common pitfalls. Includes a companion website and a detailed review of the Google Website Optimizer tool.

From the Back Cover

OPTIMIZE YOUR LANDING PAGES TO TURBOCHARGE YOUR PROFITS

How much money are you losing because of poor landing page design? In this comprehensive, step–by–step guide, you will learn all the skills necessary to dramatically improve your bottom line:

Identify mission critical parts of your website and their true economic value
Define important visitor classes and key conversion tasks
Gain insight on customer decision–making and make your page friction–free
Uncover problems with your page and decide which elements to test
Understand the power and limitations of common optimization approaches
Develop an action plan and get buy–in from all key players
Avoid common real–world pitfalls that can sabotage your test

Packed with case studies, practical strategies, a detailed review of the Google Website Optimizer tool, and a comprehensive companion website, this one–of–a–kind resource will help you make your landing pages more profitable.

"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

"This book is a must–read for the modern Internet marketer."
—Kevin M. Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch

"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 The Design of Future Things

"Stop guessing at the best landing page designs and embrace true customer centricity. This book shows you how!"
—Avinash Kaushik, Analytics Evangelist and author of Web Analytics: An Hour A Day

"Tim′s Landing Page Optimization is a must–have for your bookshelf."
—Bryan Eisenberg, New York Times and Wall Street Journal bestselling author

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Inside This Book (Learn More)

Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index

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Customer Reviews

3 Reviews

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Average Customer Review

4.3 out of 5 stars (3 customer reviews)

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Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

4.0 out of 5 stars Better for larger businesses than small?, 13 Jan 2009

By	Dr. Dave CHAFFEY "E-marketing consultant/trainer" (UK) - See all my reviews (REAL NAME)

Compared to the Eisenberg book, this book has a more more strategic approach and style more suitable for larger businesses creating a test and measurement strategy rather than smaller businesses.

Best Features:

* Strong on issues to consider when planning test test, e.g. how to guard against issues of SEO or decreased conversion.

* Part III has clear approach to assembling a team, getting buy-in and developing a testing plan.

* Also considers persona-based and behavioural issues of different segments with good critique on p62

On the downside, compared to the Eisenberg book:

* Less accessible overall - harder work although as with any book this may be rewarded.

* Fewer implementation details although there is a section on Google Website Optimizer

Review by Dr. Dave Chaffey. Author of:

* eMarketing eXcellence: Planning and Optimising Your Digital Marketing (Emarketing Essentials)

* Internet Marketing: Strategy, Implementation and Practice

* Total E-mail Marketing: Maximizing your results from integrated e-marketing: Maximizing Your Results from Integrated E-marketing (Emarketing Essentials)

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4.0 out of 5 stars Really comprehensive, 2 Sep 2009

By	Mr. Nicholas Garner - See all my reviews (REAL NAME)

This is a great book and should be used along with always be testing the Eisenberg book. Its strength is about setting out a nice clear methodology for testing.

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5.0 out of 5 stars Ample valuable information, 25 Aug 2009

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

Tim Ash provides long-term strategies that solve the guessing game of Web page improvement and give you an effective battle plan - but don't expect overnight, quick solutions. Landing page optimization - a process of diagnosing, tuning and testing - is detail work. Although Ash refers often to his own Web page "tuning" firm, he also shares ample valuable information your business can use. He wrote this book for the team behind a Web site's design, including those involved with content, user experience, media, marketing, advertising, product management and affiliate management. getAbstract believes that anyone who wishes to do a thorough job of refining a site's landing pages can rely on this precise, detailed and knowledgeable manual.

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