Off the shelf: Landing Page Optimization

I recently finished reading the book Landing Page Optimization by Tim Ash. The book is very complete and provides great examples to help readers understand metrics, user behaviors, usability basics, marketing ROI, optimization methods, tools, roles and the AIDA (awareness, interest, desire, action) decision process. Although the author sometimes puts down other methodologies, there is a lot to be learned from his company’s insights and experiences. Our approach to landing page optimization will definitely benefit from the information, tools and systems described in the book.

Examples are clear and simple. His onsite conversion factors scales were particularly insightful:

• Anxiety vs. Trust: We cannot expect a user to act if we can’t first guarantee his safety and security.
• Confusion vs. Clarity: Emphasizing too many items on a Web page destroys a user’s ability to find information and make a decision.
• Alienation vs. Affinity: Providing a sense of belonging and being understood can motivate people and increase conversion.

Landing Page Optimization is a great book I highly recommend. Don’t hesitate to contact us if you need help optimizing your landing page or ecommerce efforts.

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