Présentation de l'éditeur
How much money are you losing because of poor landing page design? In this comprehensive, step-by-step guide, you’ll learn all the skills necessary to dramatically improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor classes and key conversion tasks, gaining insight on customer decision-making, uncovering problems with your page and deciding which elements to test, developing an action plan, and avoiding common pitfalls. Includes a companion website and a detailed review of the Google Website Optimizer tool.
Book Description
*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
