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Landing Page Optimization Book
 SiteTuners is pleased to announce the publication of "Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions" by SiteTuners President Tim Ash. This book covers the strategy and tactics of optimizing for conversions. It examines the skill-sets necessary, as well as the internal company support needed to make conversion testing a success.
ISBN 978-0-470-17462-3
Now available from Wiley Press
Buy it from Barnes & Noble
Buy it from Amazon
Advance Praise
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, Co-Director of Northwestern's MBA + MEM program in Design and Operations. Co-founder of Nielsen Norman group. Author of Emotional Design and 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.
Book Description
How much money are you losing because of poor landing page design? In this comprehensive step-by-step guide you will learn all of the skills necessary to dramatically improve your bottom line:
- Identify mission critical landing pages & their true economic value
- Gain insight on customer decisions & make your pages friction-free
- Uncover problems with your page & decide what elements to test
- Understand the power & limitations of common tuning approaches
- Develop an action plan & get buy-in from all key players
- Avoid common real-world pitfalls that can sabotage your test
With pages of case studies, practical strategies, a detailed review of Google Website Optimizer tool, this one-of-a-kind resource will help you make your landing pages more profitable.
About The Author
Tim Ash is a recognized expert in the field of landing page optimization. He is the President and co-founder of SiteTuners.com, a company that improves the conversion rates of website landing pages through state-of-the-art scientific testing. Tim has worked with American Express, Sony Music, American Honda, COMP USA, Coach Bags, HomeGain, Harcourt Brace & Co., and Universal Studios. He has chaired Internet conferences and spoken internationally at such industry events as Search Engine Strategies, PC Expo, the Affiliate Summit, eComXpo, and Internet World.
Table of Contents
- Introduction
- Part I - Background
- Chapter 1 - Setting The Stage
A Few Precious Moments…
The Three Keys to Online Marketing
The Myth of Perfect Conversion
What's Wrong with This Picture?
- Chapter 2 - Understanding Your Landing Page
Landing Page Types
What Parts of Your Site Are Mission Critical?
Who Is Your Landing Page Designed For?
What Is the Desired Conversion Action?
What Is the Lifetime Value of the Conversion Action?
- Chapter 3 - Understanding Your Audience
Empathy: The Key Ingredient
Covering the Complete Story
Demographics and Segmentation
Behavioral Styles
User-Centered Design
The Matrix
- Chapter 4 - Understanding The Decision Process
Overview of the Decision Process
Awareness (Attention)
Interest
Desire
Action
- Part II - What & How To Tune
- Chapter 5 - Why Your Site Is Not Perfect
Your Baby is Ugly
Uncovering Problems
Welcome to Your Brain
Usability Basics
- Chapter 6 - Selecting Elements to Tune
How to Think About Test Elements
Selecting Elements to Tune
Tuning Multiple-Page Flows
Timeless Testing Themes
Price Testing
- Chapter 7 - The Math of Tuning
Lies, Damn Lies, and Statistics
You Are Here:
Have I Found Something Better?
How Sure Do I Need To Be?
How Much Better Is It?
How Long Should My Test Run?
Variable Interactions
- Chapter 8 - Tuning Methods
Introduction To Tuning
Common Tuning Issues
Overview Of Tuning Methods
A-B Split Testing
Multivariate Testing
TuningEngineSM
- Part III - Getting It Done
- Chapter 9 - Getting Buy-in & Assembling Your Team
The Usual Suspects
The Company Politics Of Tuning
Getting Started Strategies
Insource or Outsource?
- Chapter 10 - Developing Your Action Plan
Before You Begin
Understand Your Business Objectives
Build Support & Assemble Your Team
Determine Your Landing Pages & Traffic Sources
Decide What Constitutes Success
Uncover Problems & Decide What To Test
Select An Appropriate Tuning Method
Implement & Conduct QA
Collect The Data
Analyze The Results & Verify Improvement
- Chapter 11 - Avoiding The Pitfalls
A Final Warning
Ignoring Your Baseline
Collecting Enough Data
Variable Interactions
Seasonality
Assuming That Testing Has No Costs
Delayed Conversions
Search Engine Considerations
Inaction
- Appendix A - A Closer Look At The Google Website Optimizer
- Glossary
Available January 2008 from Wiley Press Pre-order on Amazon
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