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

Tim Ash , Maura Ginty , Rich Page

List Price: CDN$ 35.99
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Book Description

April 24 2012
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.


Frequently Bought Together

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions + Ultimate Guide to Google AdWords 3/E: How to Access 100 Million People in 10 Minutes + Ultimate Guide to Link Building: How to Build Backlinks, Authority and Credibility for Your Website, and Increase Click Traffic and Search Ranking
Price For All Three: CDN$ 59.20

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Product Details


Product Description

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

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.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.4 out of 5 stars  127 reviews
114 of 120 people found the following review helpful
3.0 out of 5 stars A great source yet very uneven book May 7 2008
By Smiling Zee - Published on Amazon.com
Format:Paperback|Verified Purchase
This book may be the best thing since sliced bread for you, or can be practically useless. It has an extensive focus on Joe web surfer's persona, on why and how he behaves on the web. It also explains basic concepts such as A-B split testing, ROI, and gives a few examples from author's consulting background. There's a few mathematical formulas, which I am sure are excellent for marketing folks.

But what completely lacks from this book is THE WHAT and THE HOW. The "Uncovering Problems" section is surprisingly small and has no real value. It is explainable - the later part of the book is nothing but a marketing promo of author's consulting business. This costs author 1 star in my review.

The second star I remove because this book is completely useless for small to medium business. If you are a company with under $20 million in revenue - which is where 99% of websites belong - this book is not going to help you much.
44 of 49 people found the following review helpful
5.0 out of 5 stars One of the most important web marketing and sales books you'll own April 3 2008
By Tom Carpenter - Published on Amazon.com
Format:Paperback
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.
30 of 34 people found the following review helpful
2.0 out of 5 stars Broad but extremely thin -- beginners only Oct. 18 2008
By Lowell Prescott - Published on Amazon.com
Format:Paperback|Verified Purchase
If you know absolutely nothing about marketing or web commerce, this may be the book for you. It touches on a great many important subjects, and provides a useful -- if brief -- introduction to each.

If, on the other hand, you have ANY experience at all with basic marketing principles and the concepts and techniques behind optimizing your web site to maximize customer response, you will find this book quite tedious.

Simply put, nothing in this book gets more than surface treatment. Hundreds of very valuable concepts are introduced but none is ever fleshed out in a useful fashion. Practical examples are almost non-existent. Case studies are not used. Techniques are described in the broadest terms so that they may apply to any of a million different contexts or scenarios. This approach renders the book nearly useless to anyone who has even a little bit of knowledge in this area.

After reading a few chapters, I was simply bored out of my mind. I switched to scanning sections and dropping in periodically to see if the level of detail increased, but it did not. I do not consider myself an expert by any means, but there was nothing here that I found enlightening or even useful. It's all too bland and general.

I started the web site for my small business about five years ago, and constantly seek out new sources of insight into how I can improve it. The information in this book was just too generalized to be of any use.

If you are new to web marketing, use this as a primer, but you will soon be itching for a more practical resource. A shorter but infinitely more helpful (and entertaining) primer might be something like Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition. From there, you will need individual books on things like analytics, keywords, SEO, pricing, copywriting, etc.

In that vein, I thought I was buying a book about optimizing my landing pages (a very big and complex subject all its own). This book touches on that, but not in a way that I found particularly detailed or useful. A better title for this book might be, "Introduction to Marketing (Web Edition)".
15 of 16 people found the following review helpful
5.0 out of 5 stars Incredible, Must-have, Superuseful Tool to Increase Web Sales June 5 2012
By Viktoria - Published on Amazon.com
Format:Kindle Edition
Landing Page Optimization is a must-have book for anyone in e-commerce and online marketing. This is the bible of online money making, and turning visitors into buyers - a one-stop resource for traffic acquisition and conversion.

For me this book was a magic tool that helped me not only see the whole web business differently (and I'm a seasoned professional with more than 10 years of experience), but to quickly bring measurable results and increase ROI. After reading this book, it took a few weeks to make changes and see dramatic sales increases.

There are always opportunities to improve your website or landing pages and this book will tell you what to do and how to do it. I'd call this book "an eye opener". This is the best resource I've ever come across for conversion rate optimization. It's incredibly comprehensive, with tons of useful information.

Here is why I would recommend it:
1) It helped me to understand all of the major conversion problems with what I previously thought of as my "perfect" site.
3) It laid out all conversion-improvement tools that we needed, and saved us lots of time.
4) It gave us a complete blueprint for developing our conversion strategy and building the internal team.
5) I was able to triple the conversion rate in two months using very few outside resources.

I strongly urge you to read this book and implement the strategies and tactics described. I personally keep it on my desk within easy reach and refer to it often!
22 of 26 people found the following review helpful
5.0 out of 5 stars Praxis Oriented and Hands-On, No Blah Blah May 14 2008
By Carsten Cumbrowski - Published on Amazon.com
Format:Paperback|Verified Purchase
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.

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