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Book Review: Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

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landing page optimization handbookLanding Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

This book is a big win for Tim Ash and all interested in landing page optimization and testing as I believe it’s currently the most comprehensive and well thought out book on the subject. Not only does Landing Page Optimization cover all of the necessary tactics for creating, launching and interpreting A/B and multivariate tests but Ash thoughtfully examines two critical aspects of human relationships and their impact on your testing program – first, the different personality traits of your site visitors and how they change based on their current role and second, how to work with all of the critical roles (IT, QA, brand managers, creative teams, etc.) whether your optimization program is for internal or external clients.

1)  Here are 5 key lessons learned, but remember to pick up your copy of Landing Page Optimization so you don’t’ miss anything.

2)  Everyone may want equal space on your website but they don’t deserve it. Your landing page should be modified to best serve the mission critical visitor class

3)  If your landing page is designed for a single conversion event the main navigation or structure of the corporate site should be removed.

4)  ADIAS – awareness, desire, interest, action, satisfaction – know the stage of the buying process for particular pages

  • In the Awareness stage all key information needs to be above the fold
  • In the Desire stage more detailed information can be supplied and visitors are more likely to scroll below the fold

5)  If you’re focused on testing elements of your offer (price, promotion, etc.) then traffic sources are important. If the focus is more on functional usability issues then traffic sources are less important. First optimize functional issues across all site traffic and then fine tune elements for different traffic sources.

Always get a project-based support commitment from IT and have a dedicated IT resource throughout the program.

Pick up a copy of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
on today!


Written by Greg M

July 22, 2009 at 12:22 am

The Landing Page or the Form, Which to Test First?

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chicken or the eggA question that came up recently was whether to recommend testing the landing page or the lead form first for an upcoming project. Fundamentally this breaks down to asking whether we want more people to enter the conversion funnel on our website or do we want a higher conversion rate at the end?

The best optimization approach will vary based on a number of factors with the client, pages involved and traffic sources.

  • If it’s a new product or unfamiliar brand I would focus on optimization the landing page first to reduce bounce rate. A premium needs to be placed on getting people to understand what they are looking at which means maximize the number of eyeballs and time spent.
  • If the traffic were paid on a CPC basis (SEM campaigns for instance) I’d also lean toward optimizing the landing page first since that’s when cost is incurred.
  • Established brands are just the opposite. Site visitors tend to be more deliberate in their site behavior and generally are willing to put up with a bit more to get what they want. As such confusing forms, and vague calls to action and next steps become the bigger roadblocks and can often be addressed by optimizing the form page.

When creating a test plan remember that data will arbitrate what’s best. Having the right rationale for prioritizing your tests will give your site optimization program the fastest lift and shortest payback period.

To learn more, pick up your copy of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

Written by Greg M

July 20, 2009 at 11:47 pm

Posted in Tips

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