Landing page optimization : the definitive guide to testing and tuning for conversions / Tim Ash, Rich Page, and Maura Ginty.

Contributor(s):

Material type: Text

TextPublication details: Hoboken, N.J. : Wiley ; Chichester : John Wiley distributor, 2011.Edition: 2. edDescription: 461 s. : ill. ; 2012ISBN:

9780470610121 (pbk.)
0470610123 (pbk.)

Subject(s):

DDC classification:

006.762 ASH

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Standard Loan	Clonmel Library Main Collection	006.7 ASH (Browse shelf(Opens below))	Available		39002100504449
Standard Loan	Thurles Library Main Collection	006.7 ASH (Browse shelf(Opens below))	Available		39002100504530

Enhanced descriptions from Syndetics:

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. Included is a gift card for Google AdWords.

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

Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

How to text and tune landing pages and improve a website.

Includes index.

Table of contents provided by Syndetics

Introduction (p. xv)
Part I Understanding Landing Page Optimization (p. 1)
Chapter 1 Setting the Stage (p. 3)
What Is a Landing Page? (p. 4)
A Few Precious Moments Online (p. 4)
Your Baby Is Ugly (p. 6)
Your Website Visitors: The Real Landing Page Experts (p. 6)
Understanding the Bigger Online Marketing Picture (p. 8)
The Myth of Perfect Conversion (p. 17)
Chapter 2 Understanding Your Landing Pages (p. 19)
Landing Page Types (p. 20)
What Parts of Your Site Are Mission Critical? (p. 22)
What Is Your Business Model? (p. 28)
The Types of Conversion Actions (p. 30)
Chapter 3 The Matrix-Moving People to Act (p. 35)
The Matrix Overview (p. 36)
Roles (p. 36)
Tasks (p. 38)
The Decision-Making Process (p. 39)
Awareness (p. 40)
Interest (p. 43)
Desire (p. 45)
Action (p. 53)
Part II Finding Opportunities for Site Improvement (p. 63)
Chapter 4 Common Problems-The Seven Deadly Sins of Landing Page Design (p. 65)
A Sober Look (p. 66)
Unclear Call-to-Action (p. 66)
Too Many Choices (p. 73)
Visual Distractions (p. 76)
Not Keeping Your Promises (p. 83)
Too Much Text (p. 86)
Asking for Too Much Information (p. 87)
Lack of Trust and Credibility (p. 93)
Real-World Case Study: CREDO Mobile (p. 106)
Chapter 5 Conversion Ninja Toolbox-Diagnosing Site Problems (p. 111)
You Are Not as Good as You Would Like to Believe (p. 112)
Focus on the Negative (p. 113)
Web Analytics Tools (p. 114)
Visual Analysis Tools (p. 125)
Feedback and Survey Tools (p. 131)
Website Performance Tools (p. 133)
Competitive Analysis Tools (p. 135)
Usability Testing Tools (p. 136)
E-mail Enhancement Tools (p. 139)
Chapter 6 Misunderstanding Your Visitors-Looking for Psychological Mismatches (p. 141)
Empathy: The Key Ingredient (p. 142)
Researching the Whole Story (p. 143)
Demographics and Segmentation (p. 144)
Welcome to Your Brain (p. 148)
Cognitive Styles (p. 152)
Persuasion Frameworks (p. 157)
Cultural Differences (p. 165)
Part III Fixing Your Site Problems (p. 169)
Chapter 7 Conversion Improvement Basics (p. 171)
Web Usability Overview (p. 172)
Visual Presentation (p. 173)
Writing for the Web (p. 192)
Usability Checks (p. 197)
Chapter 8 Best Practices for Common Situations (p. 201)
Homepages (p. 202)
Information Architecture and Navigation (p. 205)
E-commerce Catalogs (p. 211)
Registration and Multiple-Step Flows (p. 234)
Direct Response Pages (p. 243)
Mobile Websites (p. 246)
Chapter 9 The Strategy of What to Test (p. 251)
How to Think About Test Elements (p. 252)
Selecting Elements to Test (p. 261)
Testing Multiple-Page Flows (p. 264)
Timeless Testing Themes (p. 267)
Price Testing (p. 273)
Part IV The Mechanics of Testing (p. 279)
Chapter 10 Common Testing Questions (p. 281)
Lies, Damn Lies, and Statistics (p. 282)
Crash Course in Probability and Statistics (p. 286)
Have I Found Something Better? (p. 293)
How Sure Do I Need to Be? (p. 295)
How Much Better Is It? (p. 298)
How Long Should My Test Run? (p. 300)
Chapter 11 Preparing for Testing (p. 305)
Overview of Content Management and Testing (p. 306)
Content Management Configurations (p. 308)
Common Testing Issues (p. 313)
Chapter 12 Testing Methods (p. 325)
Introduction to Testing Terminology (p. 326)
Overview of Testing Methods (p. 331)
A-B Split Testing (p. 332)
Multivariate Testing (p. 335)
Variable Interactions (p. 350)
Part V Organization and Planning (p. 359)
Chapter 13 Assembling Your Team and Getting Buy-in (p. 361)
The Usual Suspects (p. 362)
Little Company, Big Company (p. 372)
The Company Politics of Tuning (p. 375)
Strategies for Getting Started (p. 378)
Insource or Outsource? (p. 380)
Chapter 14 Developing Your Action Plan (p. 387)
Before You Begin (p. 388)
Understand Your Business Objectives (p. 389)
What Is the Lifetime Value of the Conversion Action? (p. 390)
Assemble Your Team (p. 401)
Determine Your Landing Pages and Traffic Sources (p. 403)
Decide What Constitutes Success (p. 405)
Uncover Problems and Decide What to Test (p. 407)
Select an Appropriate Tuning Method (p. 410)
Implement and Conduct QA (p. 412)
Collect the Data (p. 416)
Analyze the Results and Verify Improvement (p. 418)
Chapter 15 Avoiding Real-World Pitfalls (p. 421)
Ignoring Your Baseline (p. 422)
Collecting Insufficient Data (p. 422)
Not Accounting for Seasonality (p. 424)
Assuming That Testing Has No Costs (p. 424)
Not Factoring In Delayed Conversions (p. 426)
Becoming Paralyzed by Search Engine Considerations (p. 433)
Failing to Act (p. 436)
Appendix Landing Page Testing Tools (p. 437)
Enterprise Tools (p. 438)
Free or Inexpensive Tools (p. 440)
Glossary (p. 443)
Index (p. 451)

Author notes provided by Syndetics

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.