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

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

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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: 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

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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.

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Product details

Paperback: 480 pages

Publisher: Sybex; 2 edition (April 24, 2012)

Language: English

ISBN-10: 9780470610121

ISBN-13: 978-0470610121

ASIN: 0470610123

Product Dimensions:

7.4 x 1.3 x 9.3 inches

Shipping Weight: 1.6 pounds (View shipping rates and policies)

Average Customer Review:

4.3 out of 5 stars

140 customer reviews

Amazon Best Sellers Rank:

#123,747 in Books (See Top 100 in Books)

A great resource on how landing pages play an important role in converting traffic into business goals. Covers acquisition, conversion and retention. Which visitors can be converted with better landing page optimization? Type of conversions included advertising, research time on page, downloads, form fill outs, user generated comments/content, user account creation, subscriptions or a purchase. What are the user roles or personas: awareness, interested, decision, action. Web page design optimization techniques for conversion. Test and measure your landing page changes. What is the psychology of the visitor: who, what, where, when, why, how. What principles can be used with persuasion?

While this book was only somewhat helpful for me as freelance consultant who helps small- to mid-size businesses take their clunky sites to the next level, I still give it 4 stars. The authors' conceptual framework was spot-on and written at just the right level. They make an excellent case for clarity and simplicity and gave solid explanations for each of their points. Their profiles of the different types of managers that consultants must deal with--IT, Design, Marketing, etc.--were so perceptive they made me laugh.But the book has a split personality. The first half seems to be written for a wide audience, the second half for high-level consultant practitioners. When the book jumped to the formulas, statistical considerations, and significant limitations of each optimization technique it became clear that they were talking to a different audience.Their optimizing techniques require large traffic volume--in the thousands of visitors. The techniques are impossible to apply for smaller businesses. Large sites can gain significant advantage from slim rates of improvement. Smaller sites don't have the same opportunities. The return on investment isn't there.From my perspective, I would have appreciated suggestions for how to optimize (and perhaps it would need to be another term) sites that just don't have a high volume of traffic and I was disappointed that the book did not address the volume issue more thoroughly. I ended the book knowing that my clients could not benefit from true optimization, and perhaps that's not a bad thing. I've been warned away from scattershot A/B testing of button colors! One less thing to worry about.On my wish list for this book, I would have appreciated more insights on the different kinds of landing pages, the special needs of the homepage as a landing page for different types of businesses and volume of products and services, and optimizing for leads vs. sales. More real-life examples with specific information on the actual results and return on investment for the optimization effort would have made the book more "definitive". Perhaps in the next edition!

This book is one of the best books on Landing Page Optimization that I have come across in its own way. Tim Ash seem to have put an extensive effort in building this work. As Tim Ash mentions in the introduction itself, this books is not an instant fix for your landing page. Only if you feel you need to understanding the details fundamentals related to Landing Page Optimization covered in this book, think about the same. This book took me practically through many facts that aided better understanding about Landing Page Optimization.

This book is extremely bloated... I only paid $7 for it and even if I got it for free I would say it's a waste of time. The information they put feels like it was just thrown together with no consideration for actually valuable information. Ironic their own book isn't optimized. I would this being a 400 page book has about 40 pages worth of valuable information. I highly recommend finding another source if you don't want to sift through irrelevant information.

This is a great basic reference book to understand how to optimize. If you have no clue what you are doing, this is a great place to start. It was recommended by a highly-technical expert to jump start my entry into landing pages and optimization.

Really good read. I would recommend this book for any web designer or internet marketing professional. The book is laid out well and provides some actionable items that you can implement on your website to help increase conversions.

Though I had given this book 5 stars, I really mean it - this book is everything you need about the topic.But.A warning here. Author goes on for a lot of math, theory and things, what can scare you away, in case your mind is prepared to see a lot of pictures & comics style reading like you probably saw in this book:Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd EditionI would say - if you want easy book to read on a topic - take a Steve's book, but of you are ready to serious brain wash with a topics starting from Myer/Briggs personas (same topic is covered by another great book - Waiting for your cat to bark, from Eisenberg brothers), probability theory, quantitative approaches, and other similar issues - then this book is for you.Just do not expect the easy go read. This is what I wanted to say

Helped me a lot couldn't figure out why I wasn't converting. The seven deadly sins helped me the most. A must own book

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

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