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Landing Page Tuning: The Definitive Guide to Testing and Optimizing for Conversions
How much money are you losing because of poor landing page design? Improving the efficiency of your landing page through testing is the single most important thing you can do to dramatically improve your bottom line. In this comprehensive, step-by-step guide you will learn all of the skills necessary to make a lot more money from your online marketing
programs without spending a penny more on driving traffic to your landing page.
* 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
* Find key problems with your page, and decide what elements to test
* Understand the math behind testing and available tuning methods
* Develop an action plan and get buy-in from all key players
* Avoid common real-world pitfalls that can sabotage your test
With pages of case studies, practical strategies, a detailed review of Google Website Optimizer tool, and a comprehensive companion website (LandingPageOptimizationBook.com), this one-of-a-kind resource will help you build a solid plan to make your landing pages profitable.
CONTENTS:
Introduction.
Part I: Background.
Chapter 1: Setting the Stage.
Chapter 2: Understanding Your Landing Pages.
Chapter 3: Understanding Your Audience.
Chapter 4: Understanding The Decision Process.
Part II: What and How to Tune.
Chapter 5: Why Your Site Is Not Perfect.
Chapter 6: Selecting Elements to Tune.
Chapter 7: The Math of Tuning.
Chapter 8: Tuning Methods.
Part III: Getting It Done.
Chapter 9: Assembling the Team and Getting Buy-in.
Chapter 10: Developing Your Action Plan.
Chapter 11: Avoiding the Pitfalls.
Appendix A: A Closer Look at the Google Website Optimizer.
Glossary.
Index.
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