Landing Page Optimization
Home > Computing and Information Technology > Information technology: general topics > Internet: general works > Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

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


     0     
5
4
3
2
1



Out of Stock


Notify me when this book is in stock
X
About the Book

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.

Table of Contents:
Introduction xv Part I Understanding Landing Page Optimization 1 Chapter 1 Setting the Stage 3 What Is a Landing Page? 4 A Few Precious Moments Online  4 Your Baby Is Ugly 6 Your Website Visitors: The Real Landing Page Experts 6 Understanding the Bigger Online Marketing Picture 8 The Myth of Perfect Conversion 17 Chapter 2 Understanding Your Landing Pages 19 Landing Page Types 20 What Parts of Your Site Are Mission Critical? 22 What Is Your Business Model? 28 The Types of Conversion Actions 30 Chapter 3 The Matrix—Moving People to Act 35 The Matrix Overview 36 Roles 36 Tasks 38 The Decision-Making Process 39 Awareness 40 Interest 43 Desire 45 Action 53 Part II Finding Opportunities for Site Improvement 63 Chapter 4 Common Problems—The Seven Deadly Sins of Landing Page Design 65 A Sober Look 66 Unclear Call-to-Action 66 Too Many Choices 73 Visual Distractions 76 Not Keeping Your Promises 83 Too Much Text 86 Asking for Too Much Information 87 Lack of Trust and Credibility 93 Real-World Case Study: CREDO Mobile 106 Chapter 5 Conversion Ninja Toolbox—Diagnosing Site Problems 111 You Are Not as Good as You Would Like to Believe 112 Focus on the Negative 113 Web Analytics Tools 114 Visual Analysis Tools 125 Feedback and Survey Tools 131 Website Performance Tools 133 Competitive Analysis Tools 135 Usability Testing Tools 136 E-mail Enhancement Tools 139 Chapter 6 Misunderstanding Your Visitors—Looking for Psychological Mismatches 141 Empathy: The Key Ingredient 142 Researching the Whole Story 143 Demographics and Segmentation 144 Welcome to Your Brain 148 Cognitive Styles 152 Persuasion Frameworks 157 Cultural Differences 165 Part III Fixing Your Site Problems 169 Chapter 7 Conversion Improvement Basics 171 Web Usability Overview 172 Visual Presentation 173 Writing for the Web 192 Usability Checks 197 Chapter 8 Best Practices for Common Situations 201 Homepages 202 Information Architecture and Navigation 205 E-commerce Catalogs 211 Registration and Multiple-Step Flows 234 Direct Response Pages 243 Mobile Websites 246 Chapter 9 The Strategy of What to Test 251 How to Think About Test Elements 252 Selecting Elements to Test 261 Testing Multiple-Page Flows 264 Timeless Testing Themes 267 Price Testing 273 Part IV The Mechanics of Testing 279 Chapter 10 Common Testing Questions 281 Lies, Damn Lies, and Statistics 282 Crash Course in Probability and Statistics 286 Have I Found Something Better? 293 How Sure Do I Need to Be? 295 How Much Better Is It? 298 How Long Should My Test Run? 300 Chapter 11 Preparing for Testing 305 Overview of Content Management and Testing 306 Content Management Configurations 308 Common Testing Issues 313 Chapter 12 Testing Methods 325 Introduction to Testing Terminology 326 Overview of Testing Methods 331 A-B Split Testing 332 Multivariate Testing 335 Variable Interactions 350 Part V Organization and Planning 359 Chapter 13 Assembling Your Team and Getting Buy-in 361 The Usual Suspects 362 Little Company, Big Company 372 The Company Politics of Tuning 375 Strategies for Getting Started 378 Insource or Outsource? 380 Chapter 14 Developing Your Action Plan 387 Before You Begin 388 Understand Your Business Objectives 389 What Is the Lifetime Value of the Conversion Action? 390 Assemble Your Team 401 Determine Your Landing Pages and Traffic Sources 403 Decide What Constitutes Success 405 Uncover Problems and Decide What to Test 407 Select an Appropriate Tuning Method 410 Implement and Conduct QA 412 Collect the Data 416 Analyze the Results and Verify Improvement 418 Chapter 15 Avoiding Real-World Pitfalls 421 Ignoring Your Baseline 422 Collecting Insufficient Data 422 Not Accounting for Seasonality 424 Assuming That Testing Has No Costs 424 Not Factoring In Delayed Conversions 426 Becoming Paralyzed by Search Engine Considerations 433 Failing to Act 436 Appendix Landing Page Testing Tools 437 Enterprise Tools 438 Free or Inexpensive Tools 440 Glossary 443 Index 451

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.


Best Sellers


Product Details
  • ISBN-13: 9781118220726
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: Sybex Inc.,U.S.
  • Edition: Revised edition
  • No of Pages: 480
  • ISBN-10: 1118220722
  • Publisher Date: 29 Mar 2012
  • Binding: Digital (delivered electronically)
  • Language: English
  • Sub Title: The Definitive Guide to Testing and Tuning for Conversions


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
John Wiley & Sons Inc -
Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

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

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    Fresh on the Shelf


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!