In 2002, I wrote How to Develop a Landing Page that Closes the Sale. That e-book describes what a landing page is supposed to do, what elements it should contain, and how to construct it. Many marketers have read the book, taken its principles to heart, and reaped increased effectiveness and profits.
What that book doesn't cover, however, is how to take an existing landing page and bring it to perfection, that is, to raise the conversion rate of that landing page to its maximum potential.
My current book enables you to take landing pages to that next
step. It tells you how to employ classic A/B split-run testing to examine each of the important elements of your landing page. To see which images work best, what headline gets the best response, what placement of elements brings the most sales, what guarantee, return policy, and security assurance build maximum confidence in buyers so that they will actually click the "Buy Now" button and complete the transaction.
But landing pages aren't limited to sales pages. They also include pages designed to get visitors to
subscribe to an e-mail newsletter or to leave contact information on a
lead generation page. A/B split-testing can also be employed to determine
usability, to refine elements of a home page, to develop a navigation system that visitors can understand.
But A/B testing has an aura of mystery about it. We've thought of it as a tool too sophisticated for small business websites, more in the realm of consultants to Fortune 500 companies than anything a "normal" Web marketer would be able to do with limited resources of time and money. Until now, most Internet marketers have operated more on hunches than real knowledge. They haven't done the careful, step-by-step study required to scientifically improve their conversion rates. I hope this book will change that.
It is my goal to inspire you to get started with A/B split testing. You'll find it much easier than you think. The price of entry is as low as $20 to $30 and an hour or two of learning. Some good programs I'll point you to are even free.
When you get your feet wet, you'll learn things you never suspected about how visitors really respond to your landing pages. I hope this book will be key in transforming your online business from a marginal operation to a powerful revenue generator for you, your employees, and your family. It is my desire to see you and your business on the road to continuous, incremental improvement that will result in the success you desire.
Chapters in this series:
Introduction to A/B Split-Testing for Your Webpages
