Tim Ash subtitled his new book, “Landing Page Optimization”, “The Definitive Guide to Testing and Tuning for Conversions”. That’s a bold claim, but one he defends well. Ash, president of SiteTuners.com, knows his subject inside and out and does a solid job of walking web marketers through both the theory and practice of optimizing your web pages to drive increased sales, even when presenting more complex math behind analyzing results (yes, math. Don’t worry, fellow marketer, he keeps it brief). The information in chapters 7 and 8 alone should cover the costs of the book for your entire team. Ash does a great job of discussing important topics in data collection such as data aging. The only place Ash may fall short is in discussing data collection for offline conversions, though, to be fair, that’s likely a topic worthy of a book (or two) of its own. Don’t let that keep you from checking it out. If your job revolves around selling on the web, you need this book.
Increasingly, being a marketer means being a geek marketer, one as comfortable with data analysis as designing a campaign. Folks like Tim Ash and books like “Landing Page Optimization” will ease that transition. Grab a copy today..