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

Informationen zum Autor Tim Ash is the CEO of SiteTuners, a firm that improves website conversion rates through landing page diagnosis and redesign, conversion consulting, A/B split and multivariate test plan creation, and client training/ mentoring. Tim has worked with hundreds of clients including Canon, Google, Expedia, CBS, Sony Music, Facebook, Cisco, and Coach. He is a highly regarded keynote and conference presenter, and the chairperson of Conversion Conference. Rich Page is an Optimization Consultant and Web Analytics Manager for a Fortune 500 company. Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. All three authors are frequent speakers at online marketing conferences. Klappentext OPTIMIZE YOUR LANDING PAGES AND SEND PROFITS SOARING "I love it when someone who's obviously a true expert shares almost everything he knows. I can't believe the amount of useful information and actionable insights Tim has crammed in here." ?Steve Krug, Author of Don't Make Me Think "Tim has figured out what so many people don't understand: your website can (and should) get better. Every single day." ?Seth Godin, Author of Meatball Sundae "Tim's Landing Page Optimization is a must-have for your bookshelf." ?Bryan Eisenberg, New York Times and Wall Street Journal bestselling author "Buy this book. Go rock it!" ?Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0 "This is the best business-focused, measurement-based guide to website design I have seen." ?Don Norman, Cofounder of Nielsen Norman Group and author of Living with Complexity How much more money could you be making with better website and landing page design? The latest edition of this bestselling guide shows you step by step how to test and tune landing pages and dramatically improve your bottom line. With more than 150 pages of new material, this ultimate marketer's resource is packed with practical strategies and tips, as well as eye-opening case studies. Transform your site as you learn how to: Identify mission-critical parts of your website and their true economic value Define important visitor classes and key conversion tasks Avoid the seven deadly sins of landing page design Deploy powerful neuromarketing techniques to persuade people and move them to act Make use of best practices for e-commerce and lead generation Uncover problems with your page and decide which elements to test Understand the power and limitations of common optimization testing approaches Develop an optimization action plan and get buy-in from all key players Zusammenfassung 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. Inhaltsverzeichnis Introduction xv Part I Understanding Landing Page Optimization 1 Chapter 1 Setting the Stage 3 What Is a Landing Page? 4 A Few Precious Moments Online  4 Your Baby Is Ugly 6 Your Website Visitors: The Real Landing Page Experts 6 Understanding the Bigger Online Marketing Picture 8 The Myth of Perfect Conversion 17 Chapter 2 Understanding Your Landing Pages 19 Landing Page Types 20 What Parts of Your Site Are Mission Critical? 22 What Is Your Business Model? 28 The Types of Conversion Actions 30 Chapter 3 The Matrix-Moving People to Act 35 The Matrix Overview 36 Roles 36 Tasks 38 The Decision-Making Process 39 Awareness 40 Interest 43 Desire 45 Action 53 Part II Finding Opportunities for Site Improvement 63

List of contents

Introduction xv
 
Part I Understanding Landing Page Optimization 1
 
Chapter 1 Setting the Stage 3
 
What Is a Landing Page? 4
 
A Few Precious Moments Online 4
 
Your Baby Is Ugly 6
 
Your Website Visitors: The Real Landing Page Experts 6
 
Understanding the Bigger Online Marketing Picture 8
 
The Myth of Perfect Conversion 17
 
Chapter 2 Understanding Your Landing Pages 19
 
Landing Page Types 20
 
What Parts of Your Site Are Mission Critical? 22
 
What Is Your Business Model? 28
 
The Types of Conversion Actions 30
 
Chapter 3 The Matrix--Moving People to Act 35
 
The Matrix Overview 36
 
Roles 36
 
Tasks 38
 
The Decision-Making Process 39
 
Awareness 40
 
Interest 43
 
Desire 45
 
Action 53
 
Part II Finding Opportunities for Site Improvement 63
 
Chapter 4 Common Problems--The Seven Deadly Sins of Landing Page Design 65
 
A Sober Look 66
 
Unclear Call-to-Action 66
 
Too Many Choices 73
 
Visual Distractions 76
 
Not Keeping Your Promises 83
 
Too Much Text 86
 
Asking for Too Much Information 87
 
Lack of Trust and Credibility 93
 
Real-World Case Study: CREDO Mobile 106
 
Chapter 5 Conversion Ninja Toolbox--Diagnosing Site Problems 111
 
You Are Not as Good as You Would Like to Believe 112
 
Focus on the Negative 113
 
Web Analytics Tools 114
 
Visual Analysis Tools 125
 
Feedback and Survey Tools 131
 
Website Performance Tools 133
 
Competitive Analysis Tools 135
 
Usability Testing Tools 136
 
E-mail Enhancement Tools 139
 
Chapter 6 Misunderstanding Your Visitors--Looking for Psychological Mismatches 141
 
Empathy: The Key Ingredient 142
 
Researching the Whole Story 143
 
Demographics and Segmentation 144
 
Welcome to Your Brain 148
 
Cognitive Styles 152
 
Persuasion Frameworks 157
 
Cultural Differences 165
 
Part III Fixing Your Site Problems 169
 
Chapter 7 Conversion Improvement Basics 171
 
Web Usability Overview 172
 
Visual Presentation 173
 
Writing for the Web 192
 
Usability Checks 197
 
Chapter 8 Best Practices for Common Situations 201
 
Homepages 202
 
Information Architecture and Navigation 205
 
E-commerce Catalogs 211
 
Registration and Multiple-Step Flows 234
 
Direct Response Pages 243
 
Mobile Websites 246
 
Chapter 9 The Strategy of What to Test 251
 
How to Think About Test Elements 252
 
Selecting Elements to Test 261
 
Testing Multiple-Page Flows 264
 
Timeless Testing Themes 267
 
Price Testing 273
 
Part IV The Mechanics of Testing 279
 
Chapter 10 Common Testing Questions 281
 
Lies, Damn Lies, and Statistics 282
 
Crash Course in Probability and Statistics 286
 
Have I Found Something Better? 293
 
How Sure Do I Need to Be? 295
 
How Much Better Is It? 298
 
How Long Should My Test Run? 300
 
Chapter 11 Preparing for Testing 305
 
Overview of Content Management and Testing 306
 
Content Management Configurations 308
 
Common Testing Issues 313
 
Chapter 12 Testing Methods 325
 
Introduction to Testing Terminology 326
 
Overview of Testing Methods 331
 
A-B Split Testing 332
 
Multivariate Testing 335
 
Variable Interactions 350
 

Product details

• Authors: Ferdinand Ash, Ti Ash, Tim Ash, Maur Ginty, Maura Ginty, Ginty Maura, Rich Page, Richard C. Page, Page Rich
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 30.04.2012
• EAN: 9780470610121
• ISBN: 978-0-470-61012-1
• No. of pages: 480
• Dimensions: 190 mm x 235 mm x 25 mm
• Subjects: Natural sciences, medicine, IT, technology > IT, data processing > IT; Internet, Informatik, Internet Business, computer science