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

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

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by Tim Ash
 

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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

Overview

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

Product Details

ISBN-13:
9780470289167
Publisher:
Wiley
Publication date:
04/28/2008
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
360
File size:
4 MB

Meet 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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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions 5 out of 5 based on 0 ratings. 4 reviews.
RolfDobelli More than 1 year ago
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.
Guest More than 1 year ago
This book is very comprehensive and covers a lot of excellent background material useful for beginners and experts alike. It is not a how-to guide, but it gives you the framework needed to understand all important landing page testing issue. There is a lot of practical advice, and a great chapter on avoiding common testing pitfalls.
Anonymous More than 1 year ago
Anonymous More than 1 year ago