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

by Tim Ash
4.4 out of 5 stars  See all reviews (126 customer reviews)


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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions 4.4 out of 5 stars (126)
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Book Description

January 29, 2008 0470174625 978-0470174623 1st
How much money are you losing because of poor landing page design? In this comprehensive, step-by-step guide, you’ll learn all the skills necessary to dramatically improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor classes 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. Includes a companion website and a detailed review of the Google Website Optimizer tool.


Editorial Reviews

From the Back Cover

OPTIMIZE YOUR LANDING PAGES TO TURBOCHARGE YOUR PROFITS

How much money are you losing because of poor landing page design? In this comprehensive, step-by-step guide, you will learn all the skills necessary to dramatically improve your bottom line:

  • Identify mission critical parts of your website and their true economic value

  • Define important visitor classes and key conversion tasks

  • Gain insight on customer decision-making and make your page friction-free

  • Uncover problems with your page and decide which elements to test

  • Understand the power and limitations of common optimization approaches

  • Develop an action plan and get buy-in from all key players

  • Avoid common real-world pitfalls that can sabotage your test

Packed with case studies, practical strategies, a detailed review of the Google Website Optimizer tool, and a comprehensive companion website, this one-of-a-kind resource will help you make your landing pages more profitable.

"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

"This book is a must-read for the modern Internet marketer."
Kevin M. Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch

"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 The Design of Future Things

"Stop guessing at the best landing page designs and embrace true customer centricity. This book shows you how!"
Avinash Kaushik, Analytics Evangelist and author of Web Analytics: An Hour A Day

"Tim's Landing Page Optimization is a must-have for your bookshelf."
Bryan Eisenberg, New York Times and Wall Street Journal bestselling author

About the Author

Tim Ash is a recognized expert in the field of landing page optimization. He is the president of SiteTuners.com, a company that improves the conversion rates of website landing pages through state-of-the-art scientific testing. Tim has spoken internationally at such industry events as Search Engine Strategies, PC Expo, the Affiliate Summit, and Internet World. Visit Tim's book site at LandingPageOptimizationBook.com

Product Details

  • Paperback: 384 pages
  • Publisher: Wiley Publishing; 1st edition (January 29, 2008)
  • Language: English
  • ISBN-10: 0470174625
  • ISBN-13: 978-0470174623
  • Product Dimensions: 9.2 x 7.4 x 0.8 inches
  • Shipping Weight: 1.3 pounds
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (126 customer reviews)
  • Amazon Best Sellers Rank: #565,735 in Books (See Top 100 in Books)

More About the Author

Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization.

Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.

Today, in addition to providing strategic consulting services, Tim is a highly-regarded keynote speaker and presenter at industry conferences including Internet Retailer, Search Engine Strategies, PubCon and countless others. He is the founder and chairperson of Conversion Conference and a frequent contributor to print and online publications such as ClickZ, Website Magazine, Visibility and others. Since 1995, he as authored more than 100 published articles. In addition, Tim is the online voice of conversion optimization as the host of the Landing Page Optimization podcast on WebmasterRadio.fm.

Tim earned a dual-major Bachelor of Science degree "with highest distinction" in Computer Engineering and Cognitive Science from UC San Diego while studying on under a U.C. Regent's Scholarship (the highest academic scholarship awarded by the UC system). During his PhD studies at UC San Diego he also earned his Masters degree in Computer Science.

Tim enjoys creating fine art photography, salsa dancing, downhill skiing, and is a certified Tai Chi Chuan martial arts instructor. He lives with his wife and two children within walking distance of the beach in San Diego, California.

Customer Reviews

Most Helpful Customer Reviews
111 of 117 people found the following review helpful
3.0 out of 5 stars A great source yet very uneven book May 7, 2008
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.
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43 of 48 people found the following review helpful
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.
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29 of 33 people found the following review helpful
2.0 out of 5 stars Broad but extremely thin -- beginners only October 18, 2008
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
... Read more ›
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15 of 16 people found the following review helpful
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!
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Most Recent Customer Reviews
4.0 out of 5 stars The one website book you or your developer should own.
A LOT of information, our goto book. A must have in your library if you work on your own webpage or are a developer, it really digs into the psychology of what makes a good landing... Read more
Published 1 month ago by mark nw
5.0 out of 5 stars its more of a textbook than anything
Be ready to delve in and commit for this one. its thick and reads much more like a textbook than anything else. Read more
Published 1 month ago by Michael Saul
5.0 out of 5 stars A good landing page makes a good take off platform
Anyone beginning to consider building a web site with more than blog style templates that offer quick and easy solutions needs to read this book. Read more
Published 2 months ago by J. Crowe
5.0 out of 5 stars Blew My Mind
I thought I knew a lot about conversion. Now after reading this book I really know a lot about landing page optimization & conversion. Read more
Published 3 months ago by Carl Saling
5.0 out of 5 stars Not your standard textbook
Not only will you get great advice on optimizing your landing page, but the author helps the aspiring digital e-commerce business think about all the factors that could help... Read more
Published 3 months ago by Brickster
5.0 out of 5 stars Essential
Buy this book. You need to read it. This is probably the most comprehensive guide to site design out there, and it has teeth. You can skim it or dive deep. Read more
Published 4 months ago by Vincent Bataoel
4.0 out of 5 stars Optimization for High-Traffic Sites Only
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. Read more
Published 5 months ago by M. Harrington
5.0 out of 5 stars A must read!
Using knowledge of this book I've increase my online sales 300%.
Pratical examples. The author really know about landing page
Published 6 months ago by UIRA ENDY RIBEIRO
5.0 out of 5 stars Just Amazing!!!
This book is just amazing....

It's content is great, is objectively and reliable. I learned a lot of stuff from Tim, now I can develop websites (and landing page) in a... Read more
Published 6 months ago by Jose Damian
5.0 out of 5 stars A must have
If you have anything to do with the administration of a web site this book is required in the library.
Published 7 months ago by CHARLES E. CARSTENSEN
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