- Paperback: 496 pages
- Publisher: Sybex; 2 edition (April 24, 2012)
- Language: English
- ISBN-10: 0470610123
- ISBN-13: 978-0470610121
- Product Dimensions: 7.4 x 0.9 x 9.3 inches
- Shipping Weight: 1.6 pounds (View shipping rates and policies)
- Average Customer Review: 141 customer reviews
- Amazon Best Sellers Rank: #158,374 in Books (See Top 100 in Books)
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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 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
"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
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!
Part 1 consists of four chapters. The first two Chapters are Conversion 101, information that anyone in e-commerce should already know. Chapter 3 is some marketing info that is not especially useful and is a detour in the book. It should be in an Appendix, if it's included at all.
Chapter 4 is good. This is information my company has been focusing on for the past year, with great results from that effort.
The next four chapters comprise Part II. Chapters 5 through 8 exist, it seems, to convince you of how difficult it is to assess and tune your conversion issues so you really need an expert.
In Part II, Mr. Ash describes and prescribes methods that are suitable only for very high traffic Web properties. Almost none of what he talks about applies to the kind of people who would buy a book on this subject. Almost all of what he talks about does apply to the C-level person who has a big budget for hiring a conversion consultant. Guess what Mr. Ash does for a living.
For further evidence of the goal of Part II, we need only to turn to Part III. The audience of this chapter is a large company with many departments. Again, we're talking about the C-level person with a big budget for hiring a consultant. The general message I read between the lines here is, "Here's how to sell our services inside your company."
Had I bought this book when it first came out, I would have found it useful because of what's in Chapter 4. For many e-commerce site operators, it would still be useful. Very useful.
If you haven't spent much time and energy on optimization, you need the information in Chapter 4. What's missing from this Chapter, though, is any discussion of the techniques being used (e.g., sliders, content tabbers, etc.), a discussion of graphics (a huge area for conversion), or much else beyond the basics. He does make some key points about eliminating things that don't need to be there (especially in checkout), and more discussion on that would have been good. In short, he gives a surface discussion of the key issues.
I still see sites that could double their revenues simply by applying what Mr. Ash discusses in Chapter 4. If your conversion rates are less than 2% or not even known, then buy this book for Chapter 4 alone.
The other 10 Chapters don't seem useful to me.