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

Tim Ash, a self-proclaimed "internet thought leader", gives the world his thoughts and expertise in relation to the world of Internet conversions. Conversions are simply when a web user takes a desired action (whether it be signing up for a news letter or purchasing a product). The book begins with Ash's theories on Landing Page Optimization and explanations of his terminology. The book is based around Ash's three keys to internet marketing; acquisition, conversion, and retention. Put simply, getting users to your site, inspiring them to take a desired action, and keeping them coming back for more.

The book then shifts gears towards more information about the actual process of landing page optimization. Readers first learn how to recognize common problems in landing page design. This starts with identifying what is really important to have on a landing page. The book then covers the testing aspects of web design. This section includes examples of how to run "User-Centered Design" tests on sample subjects. It then goes on to cover everything from brief examples of how to conduct a test, through the development of personas and roles. The problem with this section, as with many others in the book, is that it leans more towards theory than practical implementation. The theories are solid and explained very well in the text, but it would be more helpful to readers to have more detailed examples.

Ash then moves on to actually "tuning" for conversions, the real reason why anyone would want to read this book in the first place. Ash covers multiple phases of tuning including page structure, information architecture, presentation, and emphasis. This section does include some examples of good and bad website design, but again, focuses too heavily on the theory behind everything he talks about. Examples of the best forms of website navigation for instance would be more helpful than detailed explanations of how the human eye moves around a webpage.

The last big chunk of this book explains the web analytics side of landing page optimization. These final chapters explain in great detail everything involved with tracking the success of the changes that have been made to the readers website. This is really the only place where Ash gives a lot of detail in the right places. I felt his advice with regards to web analytics were sound and can be helpful to both those with zero experience and those who have dealt with web analytics before. It is clear that Ash has a great deal of experience in the realm of tracking a websites analytics throughout the course of this section. This is a good thing, because as Tim Ash explains, tracking your changes is as important a step as any in the process of landing page optimization.

In all, this is a very thorough book on the subject of landing page optimization, but it may have had a little too much theory to be really helpful. I would give it 3/5 stars simply for the fact that it didn't deal enough with how to implement Ash's theories in the real world. The content is certainly top notch, I am just not sure that the entirety of the book will be really helpful to most people out there. Specifically those without several years of experience in designing and running a website.

Pros:
Mine came with a $25 Google Adwords Gift Certificate (offsets price of book)
Good layout, easy to read
Tim Ash clearly knows what he is talking about

Cons:
Too much theory
Very few examples/ pictures
No color, dull to look at

This is a hard book to swallow and digest, but the investment in time and frustration is worth it. It's jam-packed with good information, worthy of the term 'Definitive Guide', and if you're serious about testing, you simply have to have it.

Landing Page Optimization is a must-have resource for both large and small businesses that want to fine tune their website to drive sales, customers and conversions.

The content is organized, and easy to understand. Most importantly, Tim's extensive Internet knowledge provides the reader with a deep understanding of how to test and tune your website, and how to develop an actionable plan to improve results. Definitely a keeper!

"I've seen the author speak on several occasions and really like this book, thought the second half is heavy on statistical analysis. I had to really think back to my statistical classes in undergrad. Would recommend for Internet marketers but not beginners."

Tim Ash provides long-term strategies that solve the guessing game of Web page improvement and give you an effective battle plan - but don't expect overnight, quick solutions. Landing page optimization - a process of diagnosing, tuning and testing - is detail work. Although Ash refers often to his own Web page "tuning" firm, he also shares ample valuable information your business can use. He wrote this book for the team behind a Web site's design, including those involved with content, user experience, media, marketing, advertising, product management and affiliate management. getAbstract believes that anyone who wishes to do a thorough job of refining a site's landing pages can rely on this precise, detailed and knowledgeable manual.