Landing Page Optimization

The Definitive Guide to Testing and Tuning for Conversions

Häftad, Engelska, 2012

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Beskrivning

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. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords. Features fully updated information and case studies on landing page optimizationShows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakesProvides a step-by-step implementation plan and advice on getting support and resourcesLanding Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

Produktinformation

Utgivningsdatum:2012-04-13
Mått:189 x 233 x 26 mm
Vikt:699 g
Format:Häftad
Språk:Engelska
Antal sidor:496
Upplaga:2
Förlag:John Wiley & Sons Inc
ISBN:9780470610121

Utforska kategorier

Webbprogrammering inom Data och IT

Mer om författaren

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.

Innehållsförteckning

Introduction xv Part I Understanding Landing Page Optimization 1Chapter 1 Setting the Stage 3What Is a Landing Page? 4A Few Precious Moments Online 4Your Baby Is Ugly 6Your Website Visitors: The Real Landing Page Experts 6Understanding the Bigger Online Marketing Picture 8The Myth of Perfect Conversion 17Chapter 2 Understanding Your Landing Pages 19Landing Page Types 20What Parts of Your Site Are Mission Critical? 22What Is Your Business Model? 28The Types of Conversion Actions 30Chapter 3 The Matrix—Moving People to Act 35The Matrix Overview 36Roles 36Tasks 38The Decision-Making Process 39Awareness 40Interest 43Desire 45Action 53Part II Finding Opportunities for Site Improvement 63Chapter 4 Common Problems—The Seven Deadly Sins of Landing Page Design 65A Sober Look 66Unclear Call-to-Action 66Too Many Choices 73Visual Distractions 76Not Keeping Your Promises 83Too Much Text 86Asking for Too Much Information 87Lack of Trust and Credibility 93Real-World Case Study: CREDO Mobile 106Chapter 5 Conversion Ninja Toolbox—Diagnosing Site Problems 111You Are Not as Good as You Would Like to Believe 112Focus on the Negative 113Web Analytics Tools 114Visual Analysis Tools 125Feedback and Survey Tools 131Website Performance Tools 133Competitive Analysis Tools 135Usability Testing Tools 136E-mail Enhancement Tools 139Chapter 6 Misunderstanding Your Visitors—Looking for Psychological Mismatches 141Empathy: The Key Ingredient 142Researching the Whole Story 143Demographics and Segmentation 144Welcome to Your Brain 148Cognitive Styles 152Persuasion Frameworks 157Cultural Differences 165Part III Fixing Your Site Problems 169Chapter 7 Conversion Improvement Basics 171Web Usability Overview 172Visual Presentation 173Writing for the Web 192Usability Checks 197Chapter 8 Best Practices for Common Situations 201Homepages 202Information Architecture and Navigation 205E-commerce Catalogs 211Registration and Multiple-Step Flows 234Direct Response Pages 243Mobile Websites 246Chapter 9 The Strategy of What to Test 251How to Think About Test Elements 252Selecting Elements to Test 261Testing Multiple-Page Flows 264Timeless Testing Themes 267Price Testing 273Part IV The Mechanics of Testing 279Chapter 10 Common Testing Questions 281Lies, Damn Lies, and Statistics 282Crash Course in Probability and Statistics 286Have I Found Something Better? 293How Sure Do I Need to Be? 295How Much Better Is It? 298How Long Should My Test Run? 300Chapter 11 Preparing for Testing 305Overview of Content Management and Testing 306Content Management Configurations 308Common Testing Issues 313Chapter 12 Testing Methods 325Introduction to Testing Terminology 326Overview of Testing Methods 331A-B Split Testing 332Multivariate Testing 335Variable Interactions 350Part V Organization and Planning 359Chapter 13 Assembling Your Team and Getting Buy-in 361The Usual Suspects 362Little Company, Big Company 372The Company Politics of Tuning 375Strategies for Getting Started 378Insource or Outsource? 380Chapter 14 Developing Your Action Plan 387Before You Begin 388Understand Your Business Objectives 389What Is the Lifetime Value of the Conversion Action? 390Assemble Your Team 401Determine Your Landing Pages and Traffic Sources 403Decide What Constitutes Success 405Uncover Problems and Decide What to Test 407Select an Appropriate Tuning Method 410Implement and Conduct QA 412Collect the Data 416Analyze the Results and Verify Improvement 418Chapter 15 Avoiding Real-World Pitfalls 421Ignoring Your Baseline 422Collecting Insufficient Data 422Not Accounting for Seasonality 424Assuming That Testing Has No Costs 424Not Factoring In Delayed Conversions 426Becoming Paralyzed by Search Engine Considerations 433Failing to Act 436Appendix Landing Page Testing Tools 437Enterprise Tools 438Free or Inexpensive Tools 440Glossary 443Index 451