LEADER 05011nam 2200685Ia 450 001 9910458112403321 005 20200520144314.0 010 $a1-281-20433-1 010 $a9786611204334 010 $a0-470-28916-3 035 $a(CKB)1000000000399475 035 $a(EBL)331668 035 $a(OCoLC)608622305 035 $a(SSID)ssj0000075826 035 $a(PQKBManifestationID)11110391 035 $a(PQKBTitleCode)TC0000075826 035 $a(PQKBWorkID)10130549 035 $a(PQKB)11557551 035 $a(MiAaPQ)EBC331668 035 $a(Au-PeEL)EBL331668 035 $a(CaPaEBR)ebr10225373 035 $a(CaONFJC)MIL120433 035 $a(EXLCZ)991000000000399475 100 $a20071101d2008 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aLanding page optimization$b[electronic resource] $ethe definitive guide to testing and tuning for conversions /$fTim Ash 210 $aIndianapolis, Ind. $cSybex/Wiley$dc2008 215 $a1 online resource (386 p.) 225 1 $aSerious skills 300 $aIncludes index. 311 $a0-470-17462-5 327 $aLanding Page Optimization; Acknowledgments; About the Author; Contents; Introduction; Who Can Benefit from This Book; What's Inside; This Book's Companion Website; Part I: Background; Chapter 1: Setting the Stage; A Few Precious Moments...; The Three Keys to Online Marketing; The Myth of Perfect Conversion; What's Wrong with This Picture?; Chapter 2: Understanding Your Landing Pages; Landing Page Types; What Parts of Your Site Are Mission Critical?; Who Is Your Landing Page Designed For?; What Is the Desired Conversion Action?; What Is the Lifetime Value of the Conversion Action? 327 $aChapter 3: Understanding Your AudienceEmpathy: The Key Ingredient; Covering the Complete Story; Demographics and Segmentation; Behavioral Styles; User-Centered Design; The Matrix; Chapter 4: Understanding The Decision Process; Overview of the Decision Process; Awareness (Attention); Interest; Desire; Action; Part II: What and How to Tune; Chapter 5: Why Your Site Is Not Perfect; Your Baby Is Ugly; Uncovering Problems; Welcome to Your Brain; Usability Basics; Chapter 6: Selecting Elements to Tune; How to Think About Test Elements; Selecting Elements to Tune; Tuning Multiple-Page Flows 327 $aTimeless Testing ThemesPrice Testing; Chapter 7: The Math of Tuning; Just Grin and Bear It; Lies, Damn Lies, and Statistics; You Are Here; Have I Found Something Better?; How Sure Do I Need to Be?; How Much Better Is It?; How Long Should My Test Run?; Variable Interactions; Chapter 8 Tuning Methods; Introduction to Tuning; Common Tuning Issues; Overview of Tuning Methods; A-B Split Testing; Multivariate Testing; Part III: Getting It Done; Chapter 9: Assembling the Team and Getting Buy-in; The Usual Suspects; The Company Politics of Tuning; Strategies for Getting Started 327 $aInsource or Outsource?Chapter 10: Developing Your Action Plan; Before You Begin; Understand Your Business Objectives; Build Support and Assemble Your Team; Determine Your Landing Pages and Traffic Sources; Decide What Constitutes Success; Uncover Problems and Decide What to Test; Select an Appropriate Tuning Method; Implement and Conduct QA; Collect the Data; Analyze the Results and Verify Improvement; Chapter 11: Avoiding the Pitfalls; A Final Warning; Ignoring Your Baseline; Collecting Enough Data; Variable Interactions; Seasonality; Assuming That Testing Has No Costs; Delayed Conversions 327 $aSearch Engine ConsiderationsInaction; Appendix A: A Closer Look at the Google Website Optimizer; Background; Requirements and Capabilities; Example Test Setup: SF Video; Advantages; Drawbacks; Glossary; Index 330 $aHow much money are you losing because of poor landing page design? In this comprehensive, step-by-step guide, you'll learn all the skills necessary to dramatically improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor classes and key conversion tasks, gaining insight on customer decision-making, uncovering problems with your page and deciding which elements to test, developing an action plan, and avoiding common pitfalls. Includes a companion website and a detailed review of the Google Website Optimize 410 0$aSerious skills. 606 $aWeb sites$xEvaluation 606 $aWeb sites$xTesting 606 $aWeb sites$xDesign 606 $aInternet marketing 608 $aElectronic books. 615 0$aWeb sites$xEvaluation. 615 0$aWeb sites$xTesting. 615 0$aWeb sites$xDesign. 615 0$aInternet marketing. 676 $a006.7 700 $aAsh$b Tim$f1965-$0942506 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910458112403321 996 $aLanding page optimization$92126930 997 $aUNINA