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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition

Book Description

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

  • Includes a Google AdWords gift card

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

Table of Contents

  1. Cover
  2. Praise
  3. Title Page
  4. Credits
  5. Copyright
  6. Publisher's Note
  7. Dedication
  8. Acknowledgments
  9. About the Authors
  10. Introduction
  11. Part I Understanding Landing Page Optimization
    1. Chapter 1: Setting the Stage
      1. What Is a Landing Page?
      2. A Few Precious Moments Online
      3. Your Baby Is Ugly
      4. Your Website Visitors: The Real Landing Page Experts
      5. Understanding the Bigger Online Marketing Picture
      6. The Myth of Perfect Conversion
    2. Chapter 2: Understanding Your Landing Pages
      1. Landing Page Types
      2. What Parts of Your Site Are Mission Critical?
      3. What Is Your Business Model?
      4. The Types of Conversion Actions
    3. Chapter 3: The Matrix—Moving People to Act
      1. The Matrix Overview
      2. Roles
      3. Tasks
      4. The Decision-Making Process
      5. Awareness
      6. Interest
      7. Desire
      8. Action
  12. Part II Finding Opportunities for Site Improvement
    1. Chapter 4: Common Problems—The Seven Deadly Sins of Landing Page Design
      1. A Sober Look
      2. Unclear Call-to-Action
      3. Too Many Choices
      4. Visual Distractions
      5. Not Keeping Your Promises
      6. Too Much Text
      7. Asking for Too Much Information
      8. Lack of Trust and Credibility
      9. Real-World Case Study: CREDO Mobile
    2. Chapter 5: Conversion Ninja Toolbox—Diagnosing Site Problems
      1. You Are Not as Good as You Would Like to Believe
      2. Focus on the Negative
      3. Web Analytics Tools
      4. Visual Analysis Tools
      5. Feedback and Survey Tools
      6. Website Performance Tools
      7. Competitive Analysis Tools
      8. Usability Testing Tools
      9. E-mail Enhancement Tools
    3. Chapter 6: Misunderstanding Your Visitors—Looking for Psychological Mismatches
      1. Empathy: The Key Ingredient
      2. Researching the Whole Story
      3. Demographics and Segmentation
      4. Welcome to Your Brain
      5. Cognitive Styles
      6. Persuasion Frameworks
      7. Cultural Differences
  13. Part III Fixing Your Site Problems
    1. Chapter 7: Conversion Improvement Basics
      1. Web Usability Overview
      2. Visual Presentation
      3. Writing for the Web
      4. Usability Checks
    2. Chapter 8: Best Practices for Common Situations
      1. Homepages
      2. Information Architecture and Navigation
      3. E-commerce Catalogs
      4. Registration and Multiple-Step Flows
      5. Direct Response Pages
      6. Mobile Websites
    3. Chapter 9: The Strategy of What to Test
      1. How to Think About Test Elements
      2. Selecting Elements to Test
      3. Testing Multiple-Page Flows
      4. Timeless Testing Themes
      5. Price Testing
  14. Part IV The Mechanics of Testing
    1. Chapter 10: Common Testing Questions
      1. Lies, Damn Lies, and Statistics
      2. Crash Course in Probability and Statistics
      3. Have I Found Something Better?
      4. How Sure Do I Need to Be?
      5. How Much Better Is It?
      6. How Long Should My Test Run?
    2. Chapter 11: Preparing for Testing
      1. Overview of Content Management and Testing
      2. Content Management Configurations
      3. Common Testing Issues
    3. Chapter 12: Testing Methods
      1. Introduction to Testing Terminology
      2. Overview of Testing Methods
      3. A-B Split Testing
      4. Multivariate Testing
      5. Variable Interactions
  15. Part V Organization and Planning
    1. Chapter 13: Assembling Your Team and Getting Buy-in
      1. The Usual Suspects
      2. Little Company, Big Company
      3. The Company Politics of Tuning
      4. Strategies for Getting Started
      5. Insource or Outsource?
    2. Chapter 14: Developing Your Action Plan
      1. Before You Begin
      2. Understand Your Business Objectives
      3. What Is the Lifetime Value of the Conversion Action?
      4. Assemble Your Team
      5. Determine Your Landing Pages and Traffic Sources
      6. Decide What Constitutes Success
      7. Uncover Problems and Decide What to Test
      8. Select an Appropriate Tuning Method
      9. Implement and Conduct QA
      10. Collect the Data
      11. Analyze the Results and Verify Improvement
    3. Chapter 15: Avoiding Real-World Pitfalls
      1. Ignoring Your Baseline
      2. Collecting Insufficient Data
      3. Not Accounting for Seasonality
      4. Assuming That Testing Has No Costs
      5. Not Factoring In Delayed Conversions
      6. Becoming Paralyzed by Search Engine Considerations
      7. Failing to Act
  16. Appendix
    1. Enterprise Tools
    2. Free or Inexpensive Tools
  17. Glossary
  18. Index
  19. Advertisement
  20. Google AdWords Coupon