Landing Page Optimization: The Definitive Guide to Testing and Tuning for ConversionsA 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.
Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits. |
Contents
| 1 | |
| 3 | |
| 19 | |
| 35 | |
Finding Opportunities for Site Improvement | 63 |
Asking for Too Much Information | 65 |
Conversion Ninja ToolboxDiagnosing Site Problems | 111 |
Misunderstanding Your VisitorsLooking | 141 |
Direct Response Pages | 243 |
The Strategy of What to Test | 251 |
Part IV | 279 |
Preparing for Testing | 305 |
Testing Methods | 325 |
Part V | 357 |
Insource or Outsource? | 361 |
Developing Your Action Plan | 371 |
Welcome to Your Brain | 148 |
Persuasion Frameworks | 157 |
Cultural Differences | 165 |
Registration and MultipleStep Flows | 201 |
Best Practices for Common Situations | 202 |
Assemble Your Team | 401 |
Uncover Problems and Decide What to Test | 407 |
Collect the Data | 416 |
Appendix Landing Page Testing Tools | 438 |
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Common terms and phrases
analytics audience basic behavior bell curve best practices blog branching factor brand browser button call-to-action changes CHAPTER checkout process clients color consider conversion action conversion goals conversion improvement conversion rate create data collection e-commerce e-commerce catalog example experience Facebook focus fractional factorial full factorial Google Google Analytics headline homepage images impact important Internet keywords landing page optimization landing page testing look multivariate testing navigation offline online marketing options parametric percent Permission Marketing possible PRACTICES FOR COMMON problems product detail recipe revenue roles sample search engine search engine optimization search results search space server shopping cart sign-up SiteTuners social media specific statistical test elements TESTING METHODS tion traffic sources usability usability testing variable interactions visual web analytics web server website visitors