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Contents


Table of Contents

(Read PDF version)                                                                                                                                                                                                                 
  • Introduction

  • Part I - Background

    • Chapter 1 - Setting The Stage (Read PDF version)

          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 Page

          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 & 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

          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
          TuningEngineSM

  • Part III - Getting It Done

    • Chapter 9 - Getting Buy-in & Assembling Your Team

          The Usual Suspects
          The Company Politics Of Tuning
          Getting Started Strategies
          Insource or Outsource?

    • Chapter 10 - Developing Your Action Plan

          Before You Begin
          Understand Your Business Objectives
          Build Support & Assemble Your Team
          Determine Your Landing Pages & Traffic Sources
          Decide What Constitutes Success
          Uncover Problems & Decide What To Test
          Select An Appropriate Tuning Method
          Implement & Conduct QA
          Collect The Data
          Analyze The Results & 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

  • Glossary


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All excerpts from Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
are copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana. Reprinted with permission.
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