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

ISBN-10: 0470610123

ISBN-13: 9780470610121

Edition: 2nd 2012

List price: $42.95 Buy it from $3.00
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Description: A comprehensive resource for Website testing and tuning, 'Landing Page Optimization' covers the motivations for Website tuning engagements, discussing the skill sets needed to implement them and looking at the real-world pitfalls.

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Book details

List price: $42.95
Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 4/6/2012
Binding: Paperback
Pages: 496
Size: 7.25" wide x 9.00" long x 1.25" tall
Weight: 1.496
Language: English

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