- Paperback: 384 pages
- Publisher: Wiley Publishing; 1st edition (January 29, 2008)
- Language: English
- ISBN-10: 0470174625
- ISBN-13: 978-0470174623
- Product Dimensions: 7.4 x 0.9 x 9.2 inches
- Shipping Weight: 1.3 pounds
- Average Customer Review: 140 customer reviews
- Amazon Best Sellers Rank: #1,504,754 in Books (See Top 100 in Books)
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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions 1st Edition
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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
Top customer reviews
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A warning here. Author goes on for a lot of math, theory and things, what can scare you away, in case your mind is prepared to see a lot of pictures & comics style reading like you probably saw in this book:
Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition
I would say - if you want easy book to read on a topic - take a Steve's book, but of you are ready to serious brain wash with a topics starting from Myer/Briggs personas (same topic is covered by another great book - Waiting for your cat to bark, from Eisenberg brothers), probability theory, quantitative approaches, and other similar issues - then this book is for you.
Just do not expect the easy go read. This is what I wanted to say
Once you start reading the first few chapters, you start realizing why Tim Ash gets mentioned all over the Web, on anything related to PPC, SEO, SEM, and Landing Pages. He is a true authority on the subject. What I like the most, is that it is completely void of any "high end" technical jargon. It makes for real easy reading and understanding of his concepts, as well as how to implement them. After 12 years of trying to keep up with the latest Internet marketing technologies, and providing online marketing for auto repair - service shops, this is one of the best books about the subject. I still have a lot of reading, implementing, and testing, but now I know, I am definitely on the right track.
Whether you are a business owner, trying to get the best results of your online marketing, or a PPC, SEO, SEM expert, this book is definitely a "Must Have".
The information presented is excellent for the middle level digital marketer looking to up their game or as the first step into becoming a landing page optimization subject matter expert.
The seasoned senior digital marketer will also find this book useful as an excellent refresher course that is sure to cover some area of expertise you have not touched in some time, while also providing more than a few nuggets of genuinely new learnings, as it did for this reviewer.
Interesting and more importantly informative sections of the book I enjoyed covered the psychology of landing page optimization (Chapter 6, Misunderstanding Your Visitor – Looking for Psychological Mismatches) and the ever important mathematics of testing (Part IV The Mechanics of Testing). Let’s just say that the mathematics section spurred me to purchase MBA Fundamentals Statistics by Paul Thurman (who by the way is an incredible speaker that I’ve been lucky enough to have met at a New York Technology Council meeting).
Small business owners, while finding this book informative may not find it completely tactically useful. Many of the techniques require either a strong digital marketing team or large agency budget. Additionally significant traffic is needed to produce test results that are of value and that is something that nearly all small (and most medium) sized business struggle with.
For medium to large businesses and the digital marketers supporting them, I highly recommend this book.
A welcomed addition to my professional library.
John O'Farrell is an interactive marketing expert in the metropolitan New York area. You can visit his blog: AllThingsInteractive.com
The beginning of this book is very promising, very interesting and to the point.
Unfortunately as I was reading into the book, it became very boring and filled with irrelevant material. It felt like the author was trying to fill the empty space with "empty" sentences.
In my personal opinion, it would of been much better to have a shorter book but to the point. There is no need to expend on "evolution of the mind", apologize for bringing up the "math subject", etc.
In general, while writing a book on how to make landing page more interactive, the author forgot to make his book more interesting. It is like watching a blue ray movie on black and white TV from 80's.
I give the book 3 starts because it has very good points.