Landing Page Optimization -- Acknowledgments -- About the Authors -- Contents -- Introduction -- Part I: Understanding Landing Page Optimization -- Chapter 1: Setting the Stage -- What Is a Landing Page? -- A Few Precious Moments Online -- Your Baby Is Ugly -- Your Website Visitors: The Real Landing Page Experts -- Understanding the Bigger Online Marketing Picture -- The Myth of Perfect Conversion -- Chapter 2: Understanding Your Landing Pages -- Landing Page Types -- What Parts of Your Site Are Mission Critical? -- What Is Your Business Model? -- The Types of Conversion Actions -- Chapter 3: The Matrix-Moving People to Act -- The Matrix Overview -- Roles -- Tasks -- The Decision-Making Process -- Awareness -- Interest -- Desire -- Action -- Part II: Finding Opportunities for Site Improvement -- Chapter 4: Common Problems-The Seven Deadly Sins of Landing Page Design -- A Sober Look -- Unclear Call-to-Action -- Too Many Choices -- Visual Distractions -- Not Keeping Your Promises -- Too Much Text -- Asking for Too Much Information -- Lack of Trust and Credibility -- Real-World Case Study: CREDO Mobile -- Chapter 5: Conversion Ninja Toolbox-Diagnosing Site Problems -- You Are Not as Good as You Would Like to Believe -- Focus on the Negative -- Web Analytics Tools -- Visual Analysis Tools -- Feedback and Survey Tools -- Website Performance Tools -- Competitive Analysis Tools -- Usability Testing Tools -- E‑mail Enhancement Tools -- Chapter 6: Misunderstanding Your Visitors-Looking for Psychological Mismatches -- Empathy: The Key Ingredient -- Researching the Whole Story -- Demographics and Segmentation -- Welcome to Your Brain -- Cognitive Styles -- Persuasion Frameworks -- Cultural Differences -- Part III: Fixing Your Site Problems -- Chapter 7: Conversion Improvement Basics -- Web Usability Overview -- Visual Presentation -- Writing for the Web.

Usability Checks -- Chapter 8: Best Practices for Common Situations -- Homepages -- Information Architecture and Navigation -- E-commerce Catalogs -- Registration and Multiple-Step Flows -- Direct Response Pages -- Mobile Websites -- Chapter 9: The Strategy of What to Test -- How to Think About Test Elements -- Selecting Elements to Test -- Testing Multiple-Page Flows -- Timeless Testing Themes -- Price Testing -- Part IV: The Mechanics of Testing -- Chapter 10: Common Testing Questions -- Lies, Damn Lies, and Statistics -- Crash Course in Probability and Statistics -- Have I Found Something Better? -- How Sure Do I Need to Be? -- How Much Better Is It? -- How Long Should My Test Run? -- Chapter 11: Preparing for Testing -- Overview of Content Management and Testing -- Content Management Configurations -- Common Testing Issues -- Chapter 12: Testing Methods -- Introduction to Testing Terminology -- Overview of Testing Methods -- A-B Split Testing -- Multivariate Testing -- Variable Interactions -- Part V: Organization and Planning -- Chapter 13: Assembling Your Team and Getting Buy-in -- The Usual Suspects -- Little Company, Big Company -- The Company Politics of Tuning -- Strategies for Getting Started -- Insource or Outsource? -- Chapter 14: Developing Your Action Plan -- Before You Begin -- Understand Your Business Objectives -- What Is the Lifetime Value of the Conversion Action? -- 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 15: Avoiding Real-World Pitfalls -- Ignoring Your Baseline -- Collecting Insufficient Data -- Not Accounting for Seasonality -- Assuming That Testing Has No Costs.

Not Factoring In Delayed Conversions -- Becoming Paralyzed by Search Engine Considerations -- Failing to Act -- Enterprise Tools -- Free or Inexpensive Tools -- Appendix: Landing Page Testing Tools -- Glossary -- Index -- Advertisement -- Google AdWords Coupon.