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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
written by Tim Ash
Studio : Sybex
by Sybex
Publisher : Sybex
Released : 2008-01-29
Availability : Usually ships in 1-2 business days
Number of Items : 1
EAN : 9780470174623
Avg. Customer Rating: (based on 19 reviews)
List Price : $29.99
Our Price : $16.01
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Product Description |
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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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A Page Turner |
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As a project lead for a Microsoft team that works with adCenter clients, I read a lot of technical books about online advertising. A lot. I've never referred to any of those books as a page turner. Never. "Landing Page Optimization" is a book with weight and substance without being dead weight. When I finished the book I had a working knowledge of the rationale and testing methodology for landing pages including a better understanding of the math than I had expected. I have a background in search engine advertising and web analytics but lacked a clear understanding of multivariate testing. With this book I could step into a search engine advertising production environment and feel comfortable with the learning curve. |
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The Most Comprehensive, Actionable Book On Landing Page Optimization |
I just finished reading Tim's book and want to let you all know that this is by far the best book I have ever read on landing page optimization. I now have 18 pages of notes and ideas to apply to my work as a result. No combination of blog posts, speakers or articles can provide this kind of comprehensive, actionable knowledge.
I work in the search marketing / analytics field in a digital-centric agency setting and will be recommending this book to everyone I work with. This is a must read for any person or company involved in digital media, analytics, usability, web design or any other online field. |
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Learn Landing Page Optimization from an Jedi |
Landing page optimization (LPO) is NOT as simple as changing a web page's images, text, or font color and font size to create what you THINK others will like. There are many more pieces to the puzzle, which Tim Ash covers very well.
I firmly believe that this book is a great read for anybody who plays a part in the design and layout of any web page that asks a visitor to do something (i.e. buy, sign up, download, etc.). You'll definitely learn how you can make your mission critical landing pages convert better.
Even the old salty pros out there can learn a thing or two from LPO Jedi, Tim Ash.
Eric Itzkowitz
[...] Phone Cards
p.s. We've already put into place some of the learnings derived from this book. We can't wait to see the results! |
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It's no longer just about clicks... |
I often find that mastering the art and science of conversion optimization is one of the key areas that separates outstanding marketers from the also-rans. Tim's book is an essential resource to help people start to develop that mastery.
I particularly enjoyed Chapter 10 since it helps you think about the entire testing process from end to end. There tend to be three kinds of testers. (1) Those who don't know about testing yet. (2) Those who get good but not extraordinary benefits from testing since they don't think through their tests. (3) Those who do think through their testing and UX strategy and get such great results that it becomes huge competitive advantage.
Folks who can take the insights from this book and get a few big tests under their belt will not only deliver big gains to their employer but will also be the cream of the crop in the digital marketing professionals marketplace. |
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Praxis Oriented and Hands-On, No Blah Blah |
The book was written by Tim Ash of SiteTuners.com, a web analytics and site optimization service who does landing page optimization among other things for his living.
It is a real-world and practical guide to landing page testing and optimization without any fluff. It is really for the folks who do the testing and the ones who have to sell it to their boss and need to know about the details of the process of landing page testing, what is involved, what are the risks and how it should be approached and why.
It is very useful and complimentary to the "Landing Page Handbook" by MarketingSherpa, the $500 "bible" for folks who do serious landing page optimization for their business.
They also overlap in a few areas. This means that it is also a good buy for people who are not doing enough business that involves using landing pages to justify and recoup the $500 investment in the MarketingSherpa book. It's not exactly an alternative, but it is a start that cost a lot less.
If you are doing serious business with landing pages, I recommend getting both books. The return (increase in conversion = increase in business and profits) you will get out from it will pay for the initial investment quickly and then over and over again for the time to come. |
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