| Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions |  | Author: Ash, Tim
Publisher: Sybex
Category: eBooks
In Stock
Rating:  64 reviews
Sales Rank: 12,488
Format: Kindle Book
Media: Kindle Edition
Edition: 1
Pages: 384
Number Of Items: 1
Dewey Decimal Number: 006.7
ASIN: B00194DI4Q
Publication Date: January 29, 2008
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Product Description
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.
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| Customer Reviews:
Showing reviews 1-5 of 64
 A "foot in the door" for getting started with landing page optimization March 30, 2010
Louellen Coker (Denton, TX USA)
You've built your Web site, but are you still waiting for them to come? In this book, Tim Ash dispels the "If you build it, they will come" myth and provides guidelines for creating well-optimized landing pages. However, buyer beware: this is not a "quick fix" compendium, but rather a discourse on the fundamentals of what the author describes as "this challenging and rewarding field" (xix).
Tapping into an area for which you'll find few but increasingly numerous titles, Ash provides a valuable perspective that more than lives up to the promise that this step-by-step book will teach you the skills necessary to realize greater profit from your landing pages.
After helping you realize that the site that you and others in your organization have worked so hard to create is ugly, Ash encourages you to go a step further in your design. He shows, through a discussion of personality styles and excellent examples, how users judge your landing pages, as well as how your users reach their decisions. While maintaining that your site should adhere to usability standards, he suggests testing discrete factors and tuning pages to include what compels your users to make purchasing decisions.
Very beneficial is Ash's specific roadmap through analyzing the results of your multivariate testing. In this very meaty chapter, he gives you a foundation for performing a statistical analysis of your test results. Those of you who "don't do math" will likely need to read this chapter several times so that you can interpret your tests accurately and ultimately use the results to get buy-in from your development team.
Using the sound principles Ash presents, medium and large businesses with designated departments may be able to move forward with his suggestions right away. The biggest criticism for this work is that small and other businesses with limited financial resources, personnel, and time may find it difficult to do the extensive multivariate testing he recommends. Ash's discussion, in an appendix, of Google Web site Optimizer provides hope that anyone can delve into landing page optimization. Encouraging his readers to go forth and test no matter the method, he writes, "A little bit of something is better [than] a whole lot of nothing" (310).
 a clear way to think about the topic for a newcomer February 8, 2010
Gordon Prince (Memphis, TN United States)
I've heard lots about landing pages, but had not seen anyone tie together the ideas into a coherent set of steps to take to produce results from internet marketing. This book did that.
Ad -> landing page -> action taken by person viewing your information.
As a 20 year veteran of application software development, the author's ideas about keeping in mind the user's experience resonated with me. This book is full of good advice about how to proceed, how to measure how you're doing, how to improve going forward.
Nothing too exotic or esoteric, this was all very helpful.
Landing pages are the key to successful lead-gen February 6, 2010
Novathinker (Northern Virginia, USA)
Great landing pages can be the difference between success and failure in a lead-gen program. Having great landing pages is, as Ash clearly explains, is a matter of art and science. He spends a lot dealing with the psychology of the visitor since this is such a critical part of good landing page design. This is not a landing page how-to manual. It is mostly a conceptual book with a lot of food-for-thought items and topics that will require more research on the part of readers. Even so, this is a great guide to landing page concepts.
 Nothing purple about this cow. December 29, 2009
John De Mott (San Antonio, TX United States)
The author should have taken some of his own advice and 'ruthlessly edited' this book prior to publication. He covers many aspects of optimization and brings up the same tired points in each 'new' section. He mentions no less than three times that if you give users an address via print or television such as [...] they may not type in the 123. Fascinating!
The book is surprisingly light on what you can actually DO to increase conversion. It is a good general over-view of the topic, but isn't specific enough about anything to be actually helpful. It's best when discussing the math of tuning and other details about test design, but it's still more of an overview than a 'Definitive Guide'. I plan to make a list of the various topics for further reading.
Most annoyingly, he plugs his consulting firm often enough to make even the most jaded marketer gag.
 Not the best one out there December 15, 2009
Tsarina (New York City Metro)
1 out of 1 found this review helpful
It's nice can be used by 30-40% for someone who is not optimization PRO but does not cover much about other pages and spend way too much pages on promoting author's paid testing methods. A bit like advertorial. Much better bet is "web design for ROI" covers landing as well as other main pages with way more examples and % or ROI increase for each.
Showing reviews 1-5 of 64
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