Review: Landing Page Optimization by Tim Ash

Going forward, every month we will review a book on either web strategy and optimization or the clean/renewable energy sector.

Landing Page Optimization, an aptly titled book by Tim Ash, is a strong mid-level resource for optimizing websites and performance. Tim, a popular speaker at many conferences, covers all of the basics to undertake a successful project for improving conversions on your website. The book is well-organized, and depending on your background you may opt to focus on certain areas.

The introductory section is very elementary, and most readers may choose to skim or even skip the material entirely; this is especially true of the first two chapters. Immediately thereafter, substantive information and tactics are provided. Very quickly it progresses to areas that are quite advanced, such as full factorial parametric testing. It is at this point that the book falls a little short, you get the feeling that the information is covered at a very surface level, and not necessarily explained in a usable manner. The major takeaway I had was that I need to find a few books on the mathematics of testing to review here.

The final section would be something a marketing manager or director would want to share with their executive sponsor, namely ‘Getting It Done’. Again, depending on your background you may prefer to skim this, however, this information  is probably more crucial to launching a successful optimization campaign than any of the mathematics.

I had a knowing smile with the caveat to ‘resist temptation to monitor the results frequently’. This is something anyone in the online marketing/optimization space must be very familiar and many of those themes are covered in the final chapter. An excellent summary of everything else in the book.

Overall, I would recommend this book for anyone undertaking major optimization campaigns, especially those working in a corporate setting. It will not necessarily provide you with many testing ideas, but it will help you structure your campaigns and acquire the necessary buy-in for a successful endeavor.


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