Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (Anglais) Broché – 25 janvier 2008
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How much money are you losing because of poor landing page design? In this comprehensive, step–by–step guide, you will learn all the skills necessary to dramatically improve your bottom line:
Identify mission critical parts of your website and their true economic value
Define important visitor classes and key conversion tasks
Gain insight on customer decision–making and make your page friction–free
Uncover problems with your page and decide which elements to test
Understand the power and limitations of common optimization approaches
Develop an action plan and get buy–in from all key players
Avoid common real–world pitfalls that can sabotage your test
Packed with case studies, practical strategies, a detailed review of the Google Website Optimizer tool, and a comprehensive companion website, this one–of–a–kind resource will help you make your landing pages more profitable.
"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
"This book is a must–read for the modern Internet marketer."
Kevin M. Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch
"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 The Design of Future Things
"Stop guessing at the best landing page designs and embrace true customer centricity. This book shows you how!"
Avinash Kaushik, Analytics Evangelist and author of Web Analytics: An Hour A Day
"Tim′s Landing Page Optimization is a must–have for your bookshelf."
Bryan Eisenberg, New York Times and Wall Street Journal bestselling author
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But the book has a split personality. The first half seems to be written for a wide audience, the second half for high-level consultant practitioners. When the book jumped to the formulas, statistical considerations, and significant limitations of each optimization technique it became clear that they were talking to a different audience.
Their optimizing techniques require large traffic volume--in the thousands of visitors. The techniques are impossible to apply for smaller businesses. Large sites can gain significant advantage from slim rates of improvement. Smaller sites don't have the same opportunities. The return on investment isn't there.
From my perspective, I would have appreciated suggestions for how to optimize (and perhaps it would need to be another term) sites that just don't have a high volume of traffic and I was disappointed that the book did not address the volume issue more thoroughly. I ended the book knowing that my clients could not benefit from true optimization, and perhaps that's not a bad thing. I've been warned away from scattershot A/B testing of button colors! One less thing to worry about.
On my wish list for this book, I would have appreciated more insights on the different kinds of landing pages, the special needs of the homepage as a landing page for different types of businesses and volume of products and services, and optimizing for leads vs. sales. More real-life examples with specific information on the actual results and return on investment for the optimization effort would have made the book more "definitive". Perhaps in the next edition!
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