Landing Page Optimization : The Definitive Guide to Testing and Tuning for Conversions

by Tim Ash

• ISBN13: 9780470174623
• ISBN10: 0470174625
• Format: Paperback
• Copyright: 2008-01-01
• Publisher: Sybex

Summary

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.

Author Biography

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

Table of Contents

Introduction

Background

Setting the Stage

Understanding Your Landing Pages

Understanding Your Audience

Understanding The Decision Process

What and How to Tune

Why Your Site Is Not Perfect

Selecting Elements to Tune

The Math of Tuning

Tuning Methods

Getting It Done

Assembling the Team and Getting Buy-in

Developing Your Action Plan

Avoiding the Pitfalls

A Closer Look at the Google Website Optimizer

Glossary

Index

Table of Contents provided by Publisher. All Rights Reserved.