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

You've built your Web site, but are you still waiting for them to come? In this book, Tim Ash dispels the "If you build it, they will come" myth and provides guidelines for creating well-optimized landing pages. However, buyer beware: this is not a "quick fix" compendium, but rather a discourse on the fundamentals of what the author describes as "this challenging and rewarding field" (xix).

Tapping into an area for which you'll find few but increasingly numerous titles, Ash provides a valuable perspective that more than lives up to the promise that this step-by-step book will teach you the skills necessary to realize greater profit from your landing pages.

After helping you realize that the site that you and others in your organization have worked so hard to create is ugly, Ash encourages you to go a step further in your design. He shows, through a discussion of personality styles and excellent examples, how users judge your landing pages, as well as how your users reach their decisions. While maintaining that your site should adhere to usability standards, he suggests testing discrete factors and tuning pages to include what compels your users to make purchasing decisions.

Very beneficial is Ash's specific roadmap through analyzing the results of your multivariate testing. In this very meaty chapter, he gives you a foundation for performing a statistical analysis of your test results. Those of you who "don't do math" will likely need to read this chapter several times so that you can interpret your tests accurately and ultimately use the results to get buy-in from your development team.

Using the sound principles Ash presents, medium and large businesses with designated departments may be able to move forward with his suggestions right away. The biggest criticism for this work is that small and other businesses with limited financial resources, personnel, and time may find it difficult to do the extensive multivariate testing he recommends. Ash's discussion, in an appendix, of Google Web site Optimizer provides hope that anyone can delve into landing page optimization. Encouraging his readers to go forth and test no matter the method, he writes, "A little bit of something is better [than] a whole lot of nothing" (310).Get more detail about Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions.