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| Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions | 
 enlarge | Author: Tim Ash
Publisher: Sybex
Category: Book
List Price: $29.99
Buy New: $16.08
You Save: $13.91 (46%)
New (36) Used (11) from $16.08
Avg. Customer Rating:  31 reviews
Sales Rank: 1394
Media: Paperback
Edition: 1
Number Of Items: 1
Pages: 384
Shipping Weight (lbs): 1.3
Dimensions (in): 9.2 x 7.4 x 1
ISBN: 0470174625
Dewey Decimal Number: 006.7
EAN: 9780470174623
ASIN: 0470174625
Publication Date: January 29, 2008
Availability: Usually ships in 1-2 business days
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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Product Description
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.
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| Customer Reviews: Read 26 more reviews...
 One of the most important web marketing and sales books you'll own April 3, 2008
31 out of 31 found this review helpful
This is a very important book. It helps you understand why the landing page is so impacting on the final actions of your visitors and what a landing page is for that matter. The book provides you with excellent guidance for analyzing your current website and determining how to make it easier for the visitor to use and, more importantly, easier for the user to do what you need them to do.
I loved the section titled, "Why your site is not perfect". It provides excellent information on how to uncover hidden problems in your site that your users are experiencing even though you may not have noticed them. Let's just say that it goes way beyond dead links.
Finally, "the math of tuning" shows you how to make logical decisions for next steps and make sure you're not wasting time fixing things that aren't broken or don't matter. Overall... a great book.
 A great source yet very uneven book May 7, 2008
23 out of 26 found this review helpful
This book may be the best thing since sliced bread for you, or can be practically useless. It has an extensive focus on Joe web surfer's persona, on why and how he behaves on the web. It also explains basic concepts such as A-B split testing, ROI, and gives a few examples from author's consulting background. There's a few mathematical formulas, which I am sure are excellent for marketing folks.
But what completely lacks from this book is THE WHAT and THE HOW. The "Uncovering Problems" section is surprisingly small and has no real value. It is explainable - the later part of the book is nothing but a marketing promo of author's consulting business. This costs author 1 star in my review.
The second star I remove because this book is completely useless for small to medium business. If you are a company with under $20 million in revenue - which is where 99% of websites belong - this book is not going to help you much.
the definitive work on LPO February 4, 2008
13 out of 23 found this review helpful
Tim is the go-to guy in the landing-page optimization/multivariate testing field, and this book is the most thorough and well-researched work on the subject to date. The style is relatively easy to read, though he does get very technical in some parts for those who are interested in regression analysis and the math side of things in general.
Tim is often the featured speaker at major web marketing conferences, and he clearly knows the subject of LPO better than just about anybody. Highly recommend his book if you want to learn from the master.
Finally - a real guide to landing page TESTING February 8, 2008
13 out of 22 found this review helpful
Website conversion rates are the key to my job. In the past, the only landing page guidance I could get was from books that talked about web design or usability, or specific case studies that were not helpful for my field. Many of them were fluff or too generic.
This is the first comprehensive book about TESTING landing pages. This is a very different beast than just DESIGNING them. Ash is right when he says that your audience should "vote" for the best design - it does not matter what you like best as the site creator.
The book covers a lot of material in depth. I was a bit in over my head in the chapters about statistics in math. But at least I understand the limitations of different testing methods now, and won't buy into the hype anymore. This was the densest part of the book, but absolutely essential to anyone who is actually setting up and running multivariate tests.
This book is not a quick read. You will have to spend some time to get the most use out of it. You will probably come back to it again and again because there is so much good material in there.
I wish the screenshots were bigger and in color, but that is only a small formatting gripe. Overall this book is very solid - there is no other one out there that even comes close in terms of the ambition and scope.
Praxis Oriented and Hands-On, No Blah Blah May 15, 2008
13 out of 14 found this review helpful
The book was written by Tim Ash of SiteTuners.com, a web analytics and site optimization service who does landing page optimization among other things for his living.
It is a real-world and practical guide to landing page testing and optimization without any fluff. It is really for the folks who do the testing and the ones who have to sell it to their boss and need to know about the details of the process of landing page testing, what is involved, what are the risks and how it should be approached and why.
It is very useful and complimentary to the "Landing Page Handbook" by MarketingSherpa, the $500 "bible" for folks who do serious landing page optimization for their business.
They also overlap in a few areas. This means that it is also a good buy for people who are not doing enough business that involves using landing pages to justify and recoup the $500 investment in the MarketingSherpa book. It's not exactly an alternative, but it is a start that cost a lot less.
If you are doing serious business with landing pages, I recommend getting both books. The return (increase in conversion = increase in business and profits) you will get out from it will pay for the initial investment quickly and then over and over again for the time to come.
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