How
to Develop a Landing Page that Closes the Sale This
link goes to the sellers description and order page. It opens
in a new window.
My
2004 copy of this eBook was 28 pages long. My 2008 copy is
a whopping 89 pages. Of course the price increased as well.
Overall,
this eBook is targeted to the beginning level. As such it
is a little pricey in my view at nearly $30. If you wish to
obtain it, I think it would be better to buy the 1-year premium
subscription to Web Marketing Today for $50 and get the other
12 premium eBooks that are included at the same time.
Most
of the material is better covered, in far greater detail in
the huge (1500+ page) free Make Your
Site Sell eBook by Ken Evoy. However, that tends to be
more wordy, while this gets to the point in a few pages.
Here
are the chapter titles. with my own brief comments after each
one:
1.
Introduction to landing pages
Comments:
Describes the difference between landing pages and other types,
such as home pages, doorway pages, splash pages, etc. I was
dissappointed that of the three models, he only gives an example
of one of them, an ecommerce sites. The discussion of building
multiple landing pages for various purposes is very good.
2.
Customer research
Comments:
This is the most critical step in my view but only receives
2 pages. It is mainly about developing a profile of your audience.
Very nice, but I wish there had been more in-depth about how
that affects the design of your pages.
3.
Copywriting
Comments:
23-page synopsis of good copywriting practice, inclusing a
discussion of long vs short copy, headline, body text, trust-building
elements, motivational elements, such as time limited specials
(sense of urgency), etc., and the important call to action
(order form or whatever you want the reader to "do"
asa result of visiting your page). Not a end-all discussion
of copywriting but well organized.
4.
Design best practices for boosting landing page conversion
rates
Comments:
Mainly deals with odds and ends, such as graphic elements,
search engine quality scores, visitor screen resolutions.
Has a very helpful link to a free click-tracking service.
5.
Testing, tracking, and refining for even better results
Comments:
A topic close to my heart. Ten pages on basic split testing
and multivariate testing. The main point is that your pages
are never done. The step that separates the men from the boys
in this field is constant tiny improvements based on numbers,
not whim. The discussion is not bad. Bssic statistics (Click
Through Rate, etc.) and a list of elements (like headline
and price to test are discussed. The subject is much bigger
than this, but it at least introduces you to the need and
a starting place.
6. Segmenting and directing traffic to sales paths.
Comments:
By his own admission in the book, this section is inadequate,
and in my opinion too advanced (time consuming) a technique
for most beginners to have time to do properly. But it is
here to inroeduce you to the topic and gives some nice references
to further works.
How
to Develop a Landing Page that Closes the Sale This
link goes to the sellers description and order page. It opens
in a new window.
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