Landing Page Optimization, 2nd Edition

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 optimization
• Shows 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 mistakes
• Provides a step-by-step implementation plan and advice on getting support and resources

Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

Table of Contents

Part I: Understanding Landing Page Optimization
Chapter 1: Setting the Stage
Chapter 2: Understanding Your Landing Pages
Chapter 3: The Matrix—Moving People to Act

Part II: Finding Opportunities for Site Improvement
Chapter 4: Common Problems—The Seven Deadly Sins of Landing Page Design
Chapter 5: Conversion Ninja Toolbox—Diagnosing Site Problems
Chapter 6: Misunderstanding Your Visitors—Looking for Psychological Mismatches

Part III: Fixing Your Site Problems
Chapter 7: Conversion Improvement Basics
Chapter 8: Best Practices for Common Situations
Chapter 9: The Strategy of What to Test

Part IV: The Mechanics of Testing
Chapter 10: Common Testing Questions
Chapter 11: Preparing for Testing
Chapter 12: Testing Methods

Part V: Organization and Planning
Chapter 13: Assembling Your Team and Getting Buy-in
Chapter 14: Developing Your Action Plan
Chapter 15: Avoiding Real-World Pitfalls

Appendix: Landing Page Testing Tools