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