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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions 2nd Edition
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From the Back Cover
Optimize Your Landing Pages and Send Profits Soaring
How much more money could you be making with better website andlanding page design? The latest edition of this bestselling guideshows you step by step how to test and tune landing pages anddramatically improve your bottom line.
With more than 150 pages of new material, this ultimatemarketer's resource is packed with practical strategies and tips,as well as eye-opening case studies. Transform your site as youlearn how to:
Identify mission-critical parts of your website and their trueeconomic 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 andmove them to act
Make use of best practices for e-commerce and leadgeneration
Uncover problems with your page and decide which elements totest
Understand the power and limitations of common optimizationtesting approaches
Develop an optimization action plan and get buy-in from all keyplayers
"I love it when someone who's obviously a true expert sharesalmost everything he knows. I can't believe the amount of usefulinformation 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: yourwebsite can (and should) get better. Every single day."
—Seth Godin, Author of Meatball Sundae
"Tim's Landing Page Optimization is a must-have for yourbookshelf."
—Bryan Eisenberg, New York Times and WallStreet Journal bestselling author
"Buy this book. Go rock it!"
—Avinash Kaushik, Digital Marketing Evangelist atGoogle and author of Web Analytics 2.0
"This is the best business-focused, measurement-based guide towebsite design I have seen."
—Don Norman, Cofounder of Nielsen Norman Group andauthor 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 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.
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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!
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