This second edition (published 2012) version of Landing Page Optimization covers the full array of topics within the science and art of optimizing landing pages.
The information presented is excellent for the middle level digital marketer looking to up their game or as the first step into becoming a landing page optimization subject matter expert.
The seasoned senior digital marketer will also find this book useful as an excellent refresher course that is sure to cover some area of expertise you have not touched in some time, while also providing more than a few nuggets of genuinely new learnings, as it did for this reviewer.
Interesting and more importantly informative sections of the book I enjoyed covered the psychology of landing page optimization (Chapter 6, Misunderstanding Your Visitor – Looking for Psychological Mismatches) and the ever important mathematics of testing (Part IV The Mechanics of Testing). Let’s just say that the mathematics section spurred me to purchase MBA Fundamentals Statistics by Paul Thurman (who by the way is an incredible speaker that I’ve been lucky enough to have met at a New York Technology Council meeting).
Small business owners, while finding this book informative may not find it completely tactically useful. Many of the techniques require either a strong digital marketing team or large agency budget. Additionally significant traffic is needed to produce test results that are of value and that is something that nearly all small (and most medium) sized business struggle with.
For medium to large businesses and the digital marketers supporting them, I highly recommend this book.
A welcomed addition to my professional library.