Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
by Tim Ash
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Book Summary Information
Author: Tim AshEdition: Paperback
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2008-01-29
ISBN: 0470174625
Number of pages: 384
Publisher: Sybex
Accessories:
- Search Engine Optimization: An Hour a Day
- Search Engine Optimization: An Hour a Day
- Actionable Web Analytics: Using Data to Make Smart Business Decisions
- Web Analytics: An Hour a Day
Book Reviews of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Book Review: Broad but extremely thin -- beginners only
Summary: 2 Stars
If you know absolutely nothing about marketing or web commerce, this may be the book for you. It touches on a great many important subjects, and provides a useful -- if brief -- introduction to each.
If, on the other hand, you have ANY experience at all with basic marketing principles and the concepts and techniques behind optimizing your web site to maximize customer response, you will find this book quite tedious.
Simply put, nothing in this book gets more than surface treatment. Hundreds of very valuable concepts are introduced but none is ever fleshed out in a useful fashion. Practical examples are almost non-existent. Case studies are not used. Techniques are described in the broadest terms so that they may apply to any of a million different contexts or scenarios. This approach renders the book nearly useless to anyone who has even a little bit of knowledge in this area.
After reading a few chapters, I was simply bored out of my mind. I switched to scanning sections and dropping in periodically to see if the level of detail increased, but it did not. I do not consider myself an expert by any means, but there was nothing here that I found enlightening or even useful. It's all too bland and general.
I started the web site for my small business about five years ago, and constantly seek out new sources of insight into how I can improve it. The information in this book was just too generalized to be of any use.
If you are new to web marketing, use this as a primer, but you will soon be itching for a more practical resource. A shorter but infinitely more helpful (and entertaining) primer might be something like Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition. From there, you will need individual books on things like analytics, keywords, SEO, pricing, copywriting, etc.
In that vein, I thought I was buying a book about optimizing my landing pages (a very big and complex subject all its own). This book touches on that, but not in a way that I found particularly detailed or useful. A better title for this book might be, "Introduction to Marketing (Web Edition)".
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