Experts - By the Numbers

A hands-on approach to measuring success and improving ROI. Learn to sift through mounds of data and draw meaningful conclusions, spot red flags, and pinpoint new opportunities for growth. Spotlight is on analytics packages, tools, and case studies to evaluate traffic, conversion metrics, ROI and cost per acquisition figures.

Tim
Ash

How to Get Started on Landing Page Optimization

Tips for getting buy-in from high-level executives and other team members. Nov 11, 2009

The Cost of Landing Page Optimization

You must be willing to suffer short-term pain during landing page testing in order to attain the long-term gain of improved performance and higher conversions. Oct 28, 2009

Tips for Organizing Your Landing Page

Address these questions to ensure that visitors can access information on your landing page. Oct 14, 2009

The Myth of Perfect Conversion

Don't make the mistake of assuming that every visitor is a potential prospect or buyer for your goods or services. The mythical 100 percent conversion rate simply doesn't exist. It's a delusion. Sep 30, 2009

Granularity in Landing Page Optimization

Between changing a button color or font size and completely redesigning a landing page, there's a continuum of possible changes to test. Changing the granularity of your tests allows you to include your important ideas while keeping test sizes reasonable. Sep 16, 2009

Landing Page Optimization Pitfall -- Not Collecting Enough Data

In statistics, results do not become stable until a large enough sample is tested. Accordingly, making landing page decisions using data from a too-small sample size can lead marketers to make bad decisions. Sep 2, 2009

The Art of the Landing Page: 7 Tips For Increasing Conversions

Landing page optimization and testing can have a dramatic impact on your online marketing profitability. But even without testing you can quickly eliminate several common mistakes that can instantly skyrocket conversion rates. Aug 19, 2009

Lies, Damned Lies, and Statistics in Landing Page Optimization

The statistics branch of mathematics has a poor reputation among the public. While there's nothing wrong with statistics itself, there are many common misuses. Let's look at some of the implications for landing page optimization. Aug 5, 2009

Your Baby Is Ugly

After launching a landing page optimization project, you inevitably will find chinks in the armor of your beautiful and perfect creations. Before fixing anything, you have to let go of your ego and acknowledge that your baby is ugly. Jul 22, 2009

Meaning-Making in Landing Page Optimization

We all want to create "meaning" and see the larger patterns in our tests that can apply to other circumstances. But the world is very complex, and trying to generalize universal truths from a single landing page test result is often a horrible idea. Jul 8, 2009