- Tapa blanda: 360 páginas
- Editor: Sybex Inc (1 de enero de 2008)
- Idioma: Inglés
- ISBN-10: 0470174625
- ISBN-13: 978-0470174623
- Clasificación en los más vendidos de Amazon: nº335.611 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (Inglés) Tapa blanda – ene 2008
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Reseña del editor
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.
Biografía del autor
Tim Ash is a recognized expert in the field of landing page optimization. He is the president of SiteTuners.com, a company that improves the conversion rates of website landing pages through state-of-the-art scientific testing. Tim has spoken internationally at such industry events as Search Engine Strategies, PC Expo, the Affiliate Summit, and Internet World. Visit Tim's book site at LandingPageOptimizationBook.com
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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.
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.
If, on the other hand, you have ANY experience at all with basic marketing principles and the concepts and techniques behind optimizing your web site to maximize customer response, you will find this book quite tedious.
Simply put, nothing in this book gets more than surface treatment. Hundreds of very valuable concepts are introduced but none is ever fleshed out in a useful fashion. Practical examples are almost non-existent. Case studies are not used. Techniques are described in the broadest terms so that they may apply to any of a million different contexts or scenarios. This approach renders the book nearly useless to anyone who has even a little bit of knowledge in this area.
After reading a few chapters, I was simply bored out of my mind. I switched to scanning sections and dropping in periodically to see if the level of detail increased, but it did not. I do not consider myself an expert by any means, but there was nothing here that I found enlightening or even useful. It's all too bland and general.
I started the web site for my small business about five years ago, and constantly seek out new sources of insight into how I can improve it. The information in this book was just too generalized to be of any use.
If you are new to web marketing, use this as a primer, but you will soon be itching for a more practical resource. A shorter but infinitely more helpful (and entertaining) primer might be something like Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition. From there, you will need individual books on things like analytics, keywords, SEO, pricing, copywriting, etc.
In that vein, I thought I was buying a book about optimizing my landing pages (a very big and complex subject all its own). This book touches on that, but not in a way that I found particularly detailed or useful. A better title for this book might be, "Introduction to Marketing (Web Edition)".
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.
This book delivers more than a casual internet user or businessman might even suspect is available.
It doesn't matter if you built your site yourself or paid someone else to do it. Ultimately the results you acheive are up to you.
Use it a little bit every night to find out how to improve your site bit by bit.
Testing to see how different designs work and either improve results or don't add much are explained so that even somebody that has never before been into web metrics and design can understand them.
It doesn't matter if you are a solo entrepreneur going at it part time or if you are employeed by a big company. If you are responsible for your company's website results you will be well served by studying and applying the different testing methods described.
$$ My highest recommendation. $$