Understanding what to test, how to test, how to interpret the results, and what actions to take to improve conversions can be complex and intimidating for even the most experienced marketer. Landing Page Optimization is the ultimate resource for site testing and tuning. Its an approachable, complete guide to the topic and will empower marketers at all levels to test and optimize in order to maximize conversion rates and improve profits. The comprehensive guide covers the motivations for conducting tests and optimizations, includes a step-by-step guide for implementation, and explores real-world pitfalls. The book also features extensive hands-on examples with Googles new Website Optimizer tool, in-depth case studies, and a useful glossary. The second edition of this best-seller has been expanded with over 150 pages of new material, including completely updated examples, a new color insert showing real-world case studies of landing pages before and after the testing and optimization efforts, and new chapters on such topics as website usability, the seven deadly sins of landing page design, and how to prepare every type of content for testing. The first part of the book provides the necessary background and 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. The book then discusses how to optimize, first exploring the math of the matter before explaining the various available testing strategies, their pros and cons, and how to best interpret test results. The final portion of the book 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, a useful glossary, and resource appendices conclude this comprehensive guide to testing and optimizing for conversions. As with the first edition, Google is providing a $25 gift card for AdWords, their ad platform, and the book will again feature an extensive collection of advanced praise quotes from industry notables.
