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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions 2nd Edition
Purchase options and add-ons
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.
From the Inside Flap
OPTIMIZE YOUR LANDING PAGES AND SEND PROFITS SOARING
"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
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
From the Back Cover
OPTIMIZE YOUR LANDING PAGES AND SEND PROFITS SOARING
"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
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
About the Author
Rich Page is an Optimization Consultant for Adobe, working with Fortune 500 companies to improve their website optimization strategies and results. He is also the author of 'Website Optimization: An Hour a Day', due out in May 2012, and also runs a popular website optimization blog at rich-page.com.
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.
- ISBN-109780470610121
- ISBN-13978-0470610121
- Edition2nd
- PublisherSybex
- Publication dateApril 6, 2012
- LanguageEnglish
- Dimensions7.38 x 1.09 x 9.25 inches
- Print length480 pages
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Product details
- ASIN : 0470610123
- Publisher : Sybex; 2nd edition (April 6, 2012)
- Language : English
- Paperback : 480 pages
- ISBN-10 : 9780470610121
- ISBN-13 : 978-0470610121
- Item Weight : 1.88 pounds
- Dimensions : 7.38 x 1.09 x 9.25 inches
- Best Sellers Rank: #870,082 in Books (See Top 100 in Books)
- #137 in E-Commerce (Books)
- #1,340 in Internet & Telecommunications
- #31,584 in Unknown
- Customer Reviews:
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About the authors

Tim Ash is an acknowledged authority on evolutionary psychology and digital marketing. He is a sought-after international keynote speaker, and the bestselling author of Unleash Your Primal Brain and Landing Page Optimization (with over 50,000 copies sold worldwide, and translated into six languages).
Tim has been mentioned by Forbes as a Top-10 Online Marketing Expert, and by Entrepreneur Magazine as an Online Marketing Influencer To Watch.
Tim is a highly-rated keynote speaker and presenter at over 200 events across four continents. He has been asked to return as a keynote at dozens of events because of the fantastic audience response. Tim shines on massive stages with over 12,000 attendees, as well as in intimate executive events or workshops. He offers dynamic conference keynotes, workshops, and corporate training services (both in-person and virtually). Tim also selectively works as an online marketing advisor with senior executives.
For nineteen years he was the co-founder and CEO of SiteTuners – a strategic digital optimization agency. Tim has developed deep expertise in user-centered design, persuasion, understanding consumer behavior, neuromarketing, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization (CRO).
Tim has helped a number of major brands develop successful web marketing initiatives. Companies like Google, Expedia, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, Humana, Siemens, and Cisco have benefited from his deep understanding and innovative perspective.
He was the founding chair of the international Digital Growth Unleashed event series (with over 30 conferences in the US and Europe since 2010). Since 1995, he has authored more than 100 published articles. Tim was also the online voice of website improvement as the host of the Landing Page Optimization Podcast on WebmasterRadio.fm (over 130 recorded interview episodes with top online marketing experts).
Tim earned a dual-major Bachelor of Science degree “with highest distinction” in Computer Engineering and Cognitive Science from U.C. San Diego while studying on a U.C. Regents Scholarship (the highest academic award of the U.C. system). He stayed on at U.C. San Diego for Ph.D. studies focused on machine learning and artificial intelligence. Although Tim never defended his dissertation, he advanced to candidacy and also earned his Master’s degree in Computer Science along the way.
Originally born in Russia, Tim has been a long-time resident of San Diego, where he lives with his wife and two children within walking distance of the Pacific Ocean. Tim was a conference-winning collegiate sabre fencer and Athlete of the Month at U.C. San Diego, and is a certified Tai Chi Chuan martial arts instructor. He is a poet, painter, and an avid photographer specializing in travel and fine-art figurative work.

Rich Page has been analyzing and improving websites for over 10 years, and is currently a conversion solution specialist at Adobe helping major Fortune 500 clients improve their testing and optimization strategies. Before this he worked for Disney Online in their web analytics and optimization team.
Rich comes from a background in online marketing, website usability and web analytics, and has previously worked in roles like these for Z57 Internet Solutions, Gartner and several start-up web companies. He has considerable expertise with Omniture SiteCatalyst and Test & Target, in addition to Google Website Optimizer and Google Analytics.
Rich graduated with a Masters in Information Technology from University of San Diego, where he did a thesis on website usability. Rich also holds a Bachelors in Management from Royal Holloway University of London where he did a pioneering thesis on ecommerce. He has been blogging about web analytics and optimization topics for over 5 years at http://www.rich-page.com, and is a regular speaker at Conversion Conference and other industry conferences.
He currently lives in London, England where he just returned to after spending 10 years in Southern California. In his spare time, he is a passionate classic rock fan and loves to play tennis.

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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
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".
But the book has a split personality. The first half seems to be written for a wide audience, the second half for high-level consultant practitioners. When the book jumped to the formulas, statistical considerations, and significant limitations of each optimization technique it became clear that they were talking to a different audience.
Their optimizing techniques require large traffic volume--in the thousands of visitors. The techniques are impossible to apply for smaller businesses. Large sites can gain significant advantage from slim rates of improvement. Smaller sites don't have the same opportunities. The return on investment isn't there.
From my perspective, I would have appreciated suggestions for how to optimize (and perhaps it would need to be another term) sites that just don't have a high volume of traffic and I was disappointed that the book did not address the volume issue more thoroughly. I ended the book knowing that my clients could not benefit from true optimization, and perhaps that's not a bad thing. I've been warned away from scattershot A/B testing of button colors! One less thing to worry about.
On my wish list for this book, I would have appreciated more insights on the different kinds of landing pages, the special needs of the homepage as a landing page for different types of businesses and volume of products and services, and optimizing for leads vs. sales. More real-life examples with specific information on the actual results and return on investment for the optimization effort would have made the book more "definitive". Perhaps in the next edition!
Top reviews from other countries
The best money ever spent, especially on a book :)
Thanks, Tim et al. for sharing this with us!
Der Schreibstil ist sehr einfach verständlich und das Buch ist trotz des Informationsreichtums immer noch "leichte Kost".
Ich habe selten Zeit besser investiert als beim Lesen dieses Buchs.










