Landing Page Optimization -- Acknowledgments -- Introduction -- Who Can Benefit from This Book -- What's Inside -- This Book's Companion Website -- Contents -- About the Author -- 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? -- Chapter 3: Understanding Your Audience -- Empathy: 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 -- Timeless Testing Themes -- Price 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 -- Insource 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 -- Search Engine Considerations -- Inaction -- Appendix A: A Closer Look at the Google Website Optimizer -- Background -- Requirements and Capabilities -- Example Test Setup: SF Video -- Advantages -- Drawbacks -- Glossary -- Index.