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.

Product Details

• Amazon Sales Rank: #35887 in Books
• Published on: 2008-01-25
• Original language: English
• Number of items: 1
• Binding: Paperback
• 384 pages

From the Back Cover
OPTIMIZE YOUR LANDING PAGES TO TURBOCHARGE YOUR PROFITS

How much money are you losing because of poor landing page design? In this comprehensive, step–by–step guide, you will learn all the skills necessary to dramatically improve your bottom line:

• Identify mission critical parts of your website and their true economic value

• Define important visitor classes and key conversion tasks

• Gain insight on customer decision–making and make your page friction–free

• Uncover problems with your page and decide which elements to test

• Understand the power and limitations of common optimization approaches

• Develop an action plan and get buy–in from all key players

• Avoid common real–world pitfalls that can sabotage your test

Packed with case studies, practical strategies, a detailed review of the Google Website Optimizer tool, and a comprehensive companion website, this one–of–a–kind resource will help you make your landing pages more profitable.

"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

"This book is a must–read for the modern Internet marketer."
—Kevin M. Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch

"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 The Design of Future Things

"Stop guessing at the best landing page designs and embrace true customer centricity. This book shows you how!"
—Avinash Kaushik, Analytics Evangelist and author of Web Analytics: An Hour A Day

"Tim′s Landing Page Optimization is a must–have for your bookshelf."
—Bryan Eisenberg, New York Times and Wall Street Journal bestselling author

About the Author
Tim Ash is a recognized expert in the field of landing page optimization. He is the president of SiteTuners.com, a company that improves the conversion rates of website landing pages through state–of–the–art scientific testing. Tim has spoken internationally at such industry events as Search Engine Strategies, PC Expo, the Affiliate Summit, and Internet World. Visit Tim′s book site at LandingPageOptimizationBook.com

Customer Reviews

Better for larger businesses than small?
Compared to the Eisenberg book, this book has a more more strategic approach and style more suitable for larger businesses creating a test and measurement strategy rather than smaller businesses.

Best Features:

* Strong on issues to consider when planning test test, e.g. how to guard against issues of SEO or decreased conversion.

* Part III has clear approach to assembling a team, getting buy-in and developing a testing plan.

* Also considers persona-based and behavioural issues of different segments with good critique on p62

On the downside, compared to the Eisenberg book:

* Less accessible overall - harder work although as with any book this may be rewarded.

* Fewer implementation details although there is a section on Google Website Optimizer

Review by Dr. Dave Chaffey. Author of:

* eMarketing eXcellence: Planning and Optimising Your Digital Marketing (Emarketing Essentials)

* Internet Marketing: Strategy, Implementation and Practice

* Total E-mail Marketing: Maximizing your results from integrated e-marketing: Maximizing Your Results from Integrated E-marketing (Emarketing Essentials)

Really comprehensive
This is a great book and should be used along with always be testing the Eisenberg book. Its strength is about setting out a nice clear methodology for testing.

Ample valuable information
Tim Ash provides long-term strategies that solve the guessing game of Web page improvement and give you an effective battle plan - but don't expect overnight, quick solutions. Landing page optimization - a process of diagnosing, tuning and testing - is detail work. Although Ash refers often to his own Web page "tuning" firm, he also shares ample valuable information your business can use. He wrote this book for the team behind a Web site's design, including those involved with content, user experience, media, marketing, advertising, product management and affiliate management. getAbstract believes that anyone who wishes to do a thorough job of refining a site's landing pages can rely on this precise, detailed and knowledgeable manual.