Includes a companion website and a detailed review of the Google Website Optimizer tol.. How much money are you losing because of por landing page design? In this comprehensive, step-by-step guide, you’ll learn all the skills necesary to dramaticaly improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor clases 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
EAN: 9780470174623
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Should I buy the Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions?
Praxis Oriented and Hands-On, No Blah Blah
The book was written by Tim Ash of SiteTuners.com, a web analytics and site optimization service who does landing page optimization among other things for his living.
It is a real-world and practical guide to landing page testing and optimization without any fluff. It is really for the folks who do the testing and the ones who have to sell it to their boss and need to know about the details of the process of landing page testing, what is involved, what are the risks and how it should be approached and why.
It is very useful and complimentary to the "Landing Page Handbook" by MarketingSherpa, the $500 "bible" for folks who do serious landing page optimization for their business.
They also overlap in a few areas. This means that it is also a good buy for people who are not doing enough business that involves using landing pages to justify and recoup the $500 investment in the MarketingSherpa book. It's not exactly an alternative, but it is a start that cost a lot less.
If you are doing serious business with landing pages, I recommend getting both books. The return (increase in conversion = increase in business and profits) you will get out from it will pay for the initial investment quickly and then over and over again for the time to come.
One of the most important web marketing and sales books you'll own
This is a very important book. It helps you understand why the landing page is so impacting on the final actions of your visitors and what a landing page is for that matter. The book provides you with excellent guidance for analyzing your current website and determining how to make it easier for the visitor to use and, more importantly, easier for the user to do what you need them to do.
I loved the section titled, "Why your site is not perfect". It provides excellent information on how to uncover hidden problems in your site that your users are experiencing even though you may not have noticed them. Let's just say that it goes way beyond dead links.
Finally, "the math of tuning" shows you how to make logical decisions for next steps and make sure you're not wasting time fixing things that aren't broken or don't matter. Overall... a great book.
A good book to get you going successfully with your landing pages
The author no doubt knows his subject and I suspect he's good at what he
His discussion on testing is good and important. And he does answer some important questions. For example, should a landing page have lots of navigation or just enough? This book will help you in increasing your conversions. There's no doubt about that. But most of the information is available on the Web at this time. And I personally felt a lot was left unwritten and unanswered.
- Susanna K. Hutcheson
A Page Turner
As a project lead for a Microsoft team that works with adCenter clients, I read a lot of technical books about online advertising. A lot. I've never referred to any of those books as a page turner. Never. "Landing Page Optimization" is a book with weight and substance without being dead weight. When I finished the book I had a working knowledge of the rationale and testing methodology for landing pages including a better understanding of the math than I had expected. I have a background in search engine advertising and web analytics but lacked a clear understanding of multivariate testing. With this book I could step into a search engine advertising production environment and feel comfortable with the learning curve.
the definitive work on LPO
Tim is the go-to guy in the landing-page optimization/multivariate testing field, and this book is the most thorough and well-researched work on the subject to date. The style is relatively easy to read, though he does get very technical in some parts for those who are interested in regression analysis and the math side of things in general.
Tim is often the featured speaker at major web marketing conferences, and he clearly knows the subject of LPO better than just about anybody. Highly recommend his book if you want to learn from the master.
