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 Timesand Wall Street Journalbestselling author

TO TURBOCHARGE YOUR PROFITS

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

• 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.

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.