LPO: Landing Page Optimization

“Web Design for ROI” co-author, and Closed Loop Marketing Vp of User Experience Sandra Niehaus discusses the real-world political challenges involved in building a landing page optimization program.

SiteSpect’s CEO Eric Hansen discusses their innovative non-intrusive landing page testing approach. By intercepting data from the Web server SiteSpect is able to redraw the page on the fly – reducing the need for I.T. support and avoiding adding JavaScript code to the page.

Google’s Trevor Claiborne discusses the common misconceptions around Google’s Website Optimizer A/B Split and Multivariate testing tool. Myth-busting ensues. Find out more about this powerful free tool for improving landing page conversions.

Author, eMetrics Online Marketing Summit organizer, and co-founder of the Web Analytics association (WAA) Jim Sterne discusses the importance of Web analytics and its relationship to landing page optimization. There is no reason to dig into data that is not actionable. The only reason to measure something is to measure and improve it.

Tim interviews guest Clix Marketing CEO David Szetela (and host of WebmasterRadio.FM's PPC Rockstars) about the critical role of conversions in performance based marketing programs. Driving quality traffic is not enough – a clear and persuasive connection needs to be made between the traffic source and the landing page.

Proper use of language and copy on a landing page, including the common mistakes that people make when writing for conversions. Tim Ash also discusses the need for short and easily-digestible content to combat short attention span, as well as the structure, tone, and format of effective Web writing.

On the Premier episode, host Tim Ash discusses the importance of Landing Page Optimization as more webmasters look to improve the profitability of their online marketing programs.