Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, Second Edition
- 8h 4m
- Maura Ginty, Rich Page, Tim Ash
- Sybex
- 2012
A fully updated guide to making your landing pages profitable
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.
- 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
- Includes a Google AdWords gift card
Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.
About the Authors
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 and Web Analytics Manager for a Fortune 500 company.
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.
In this Book
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Introduction
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Setting the Stage
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Understanding Your Landing Pages
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The Matrix—Moving People to Act
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Common Problems—The Seven Deadly Sins of Landing Page Design
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Conversion Ninja Toolbox—Diagnosing Site Problems
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Misunderstanding Your Visitors—Looking for Psychological Mismatches
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Conversion Improvement Basics
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Best Practices for Common Situations
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The Strategy of What to Test
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Common Testing Questions
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Preparing for Testing
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Testing Methods
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Assembling Your Team and Getting Buy-in
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Developing Your Action Plan
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Avoiding Real-World Pitfalls
