14 of 19 people found the following review helpful
2.0 out of 5 stars
Some good info, but long-winded writing, Jun 11 2008
This review is from: Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (Paperback)
It's clear the author is an expert at what he does but unfortunately, the way he shares his information is boring and long-winded. As a marketer, I wanted the book to be easier to read (there were a lot of unnecessary long words used when simpler words would have worked) and to the point (long setups before covering the topic). I think the 2 sentences I'm quoting from his book will give you a good idea of why Mr. Ash's writing style is tiring to read:
p. 175 - "Trying to rationalize results after the test is a dangerous activity because it may cause you to inappropriately fixate on elements of your design that had nothing to do with the performance improvement."
p. 273 - "The unflinching courage and clinical detachment with which you examine the existing problems of your website or landing page will in large part determine the success of your landing page optimization program."
There are also a lot of unnecessary details, metaphors, poems and quotes that detracted from his point. He did have some great examples though and some useful info, but I couldn't get over his writing style.
Overall, I respect his skills at landing page optimization, but this is just a painful read. I gave him 2 stars over 1 only because I appreciate his knowledge.
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