文档介绍：12/17/07 5:53 PM Page v
Landing Page
Optimization
The Definitive Guide to
Testing and Tuning for
Conversions
Tim Ash
Wiley Publishing,Inc.
12/17/07 5:53 PM Page i
Advance Praise for Landing Page
Optimization: The Definitive Guide to
Testing and Tuning for Conversions
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
Today’s diverse and ever-changing munity can require daily,
hourly and even minute-by-minute fine tuning. Tim does an excellent job at explaining
common pitfalls, how to avoid them, and how to execute advanced tactics. This book
is a must-read for the modern marketer.
—KEVIN M. RYAN, Vice President, Global Content Director,
Search Engine Strategies and Search Engine Watch
A solid, business-focused approach to turning viewers of a website into customers. This is
a book written by and for business. It’s not about design: it is about increasing sales,
gaining customers, and retaining them. Learn how to do the measurements, learn how to
conduct experiments. Revise your website by analyzing what visitors actually do. It is
always good to see a former student eed: Tim Ash provides a wonderful example.
This is the best business-focused, measurement based guide to website design I have seen.
—DON NORMAN, Codirector of Northwestern’s MBA + MEM program in Design
and Operations and cofounder of the Nielsen Cofounder of Nielsen Norman
group. Author of Emotional Design and The Design of Future Things
The days of HiPPO (Highest Paid Person’s Opinion) driven website experiences are
well behind us. Landing page testing finally enables experimentation so customers can
help shape their own website content. The beauty is that this is a true win-win—
customers get the experience they want panies get improved conversion rates.
Landing Page Optimization will help accelerat