- With the Internet fast becoming the hub for more marketing activities, tremendous pressure is placed on the "landing page"--where site traffic arrives and customers are asked to take an action such as make a purchase, complete a form, or download materials
- This detailed guide examines how the improvement of "conversion rates" (the percentage of visitors who take the desired action on a landing page) can impact online marketing strategies and a company's bottom line
- Thoroughly explains this critical Web marketing tool by illustrating what and when to test and tune, exploring the pros and cons of various testing methodologies, offering step-by-step implementation plans, and walking readers through a Google Website Optimizer tutorial
- The approachable writing style and detailed case studies help empower Web developers, marketers, and executives to make the critical decisions necessary for online marketing success
Landing Page Optimization is the ultimate resource for site testing and tuning. The comprehensive guide covers the motivations for conducting website tuning engagements, discusses the skill sets needed to implement them, includes a step-by-step guide for implementation, and explores real-world pitfalls. The book will also feature extensive hands-on examples with Google's new Website Optimizer tool, in-depth case studies with before-and-after pictures, and a useful glossary.Part I discusses what to tune and test. It explains how to approach optimization, explores typical site problems as well as usability issues, and then delves deeply into site elements that can and should be tested. Part II discusses how to tune, first exploring the math of the matter before explaining the various available testing strategies as well as their pros and cons. Part III discusses how to get buy-in and resources before offering a step-by-step implementation plan. Detailed case studies, a thorough tutorial using Google Website Optimizer, and a useful glossary conclude this comprehensive guide to tuning for conversions.A foreword by Danny Sullivan (widely regarded as the world's foremost search authority) is expected, as are advancedpraise quotes from other industry notables.
- This detailed guide examines how the improvement of "conversion rates" (the percentage of visitors who take the desired action on a landing page) can impact online marketing strategies and a company's bottom line
- Thoroughly explains this critical Web marketing tool by illustrating what and when to test and tune, exploring the pros and cons of various testing methodologies, offering step-by-step implementation plans, and walking readers through a Google Website Optimizer tutorial
- The approachable writing style and detailed case studies help empower Web developers, marketers, and executives to make the critical decisions necessary for online marketing success
Landing Page Optimization is the ultimate resource for site testing and tuning. The comprehensive guide covers the motivations for conducting website tuning engagements, discusses the skill sets needed to implement them, includes a step-by-step guide for implementation, and explores real-world pitfalls. The book will also feature extensive hands-on examples with Google's new Website Optimizer tool, in-depth case studies with before-and-after pictures, and a useful glossary.Part I discusses what to tune and test. It explains how to approach optimization, explores typical site problems as well as usability issues, and then delves deeply into site elements that can and should be tested. Part II discusses how to tune, first exploring the math of the matter before explaining the various available testing strategies as well as their pros and cons. Part III discusses how to get buy-in and resources before offering a step-by-step implementation plan. Detailed case studies, a thorough tutorial using Google Website Optimizer, and a useful glossary conclude this comprehensive guide to tuning for conversions.A foreword by Danny Sullivan (widely regarded as the world's foremost search authority) is expected, as are advancedpraise quotes from other industry notables.