Landing Page Optimization: The First and Only Definitive Book on Testing and Tuning for Improving Conversion Rates

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Landing Page Optimization is the de facto step-by-step landing page tuning guide for online marketers, web developers, marketing managers, and senior executives.

Your email or search engine ad makes promises, but does your website landing page deliver on that promise - or does it cause a major disruption in economic value?

As the Internet rapidly becomes the primary hub for company marketing and customer acquisition, the rising costs of directing traffic to a website places tremendous pressure on the landing page (where the website traffic arrives) to convince visitors to take a desired action--whether it is buying something, completing a form, or downloading materials.

Improving landing page "conversion rates" (percentage of visitors who take the desired action) has become a key focus of companies. The best way to increase conversion rates is by testing alternate landing-page designs to find the one to which consumers respond best. Sybex's Landing Page Optimization (John Wiley & Sons, Inc.; February 2008; $29.99) is the industry's first and only complete, detailed guide to the key new Internet marketing practice of testing and optimizing website landing pages.

Landing Page Optimization by Tim Ash, president of SiteTuners, is a comprehensive resource that 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 also features extensive hands-on examples with Google's new Website Optimizer tool, in-depth case studies with before-and-after pictures, and a useful glossary.

The book is divided into three parts:

  •     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.

"Your email or search engine ad makes promises, but does your website landing page deliver on that promise - or does it cause a major disruption in economic value?," asks Tim Ash, author of Landing Page Optimization.

Landing Page Optimization is the answer and de facto standard to this crucial web marketing activity--no competition, and it will have an exceptionally broad appeal: web developers, marketing managers, and senior executives need this book.

Visit the author's website for the book at LandingPageOptimizationBook.com. A special promotion is offered to readers who email a picture of themselves with the book to the gallery on the website. The author will autograph and send copies of the book for $10 off (including free shipping) to up to three people designated by the reader.

Complimentary whitepapers and downloads, conversion profit calculator and LandingPageDirectory.com resource guide are available on author's web site at http://www.landingpageoptimizationbook.com/resources.html.

Landing Page Optimization
Published by John Wiley & Sons
Publication date: February 4th, 2008
$29.99; Paperback; 384 pages;
ISBN: 978-0-470-17462-3

About the Author
Tim Ash (San Diego) is president of SiteTuners, a leading performance-based landing page optimization firm. During his 12 year involvement with the Internet, Tim has worked with American Express, Sony Music, American Honda, COMP USA, Harcourt Brace, Universal Studios, HomeGain, Eaton, Red Envelope and Coach to develop successful Internet initiatives. He is a highly-regarded speaker at Search Engine Strategies, Affiliate Summit, and Internet World. Tim is a contributing columnist to several publications including SearchEngineWatch and Website Magazine. He received his B.S. from UC San Diego "with highest distinction". He also completed his M.S. during his PhD. studies in computer science at UCSD. For more information about Tim, visit sitetuners.com.

Sybex®
Sybex has been a leading publisher for the global Information technology community for nearly 30 years. Known for its high quality publications that are translated into more than 20 languages, Sybex published about 100 new titles a year and has an impressive backlist of over 450 titles in the graphics, digital photography, operating systems, programming, and gaming categories. Sybex enjoys a very strong presence in the areas of IT and Business certifications and has close relationships with a number of leading technology companies, including Alias, Microsoft, and Juniper. For more information, visit sybex.com. Sybex is an imprint of Wiley.

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