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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 12. Fine-Tuning Your Landing Page

In This Chapter

  • Finding problems areas in your landing page

  • Conducting usability groups

  • Using focus groups, tracking software, and Google Analytics

  • Making changes to your landing page

  • Split-testing your landing page

Most won't get their landing page right the first time out. Like everyone, you're going to create the site to the best of your ability and then post it live. If you're really lucky, that will be all you need to do, but it's more likely that you'll need to tune and fine-tune your page until it gets the conversions you expect.

Fine-tuning is a systematic process, meaning it's probably best not to just make modifications to your site without a plan. Instead, you need a strategy that involves finding elements on your site that may not be working, researching how to make those areas better, and testing your solutions. The key to fine-tuning your landing page is getting information from two sources: your demographic and your statistics.

In this chapter, we look at how to get that information, so you can make clear and accurate changes to your landing page.

Locating Five Problem Areas with Your Landing Page

In order to know where your problems are with your landing page, you need to set up a good tracking system. When it comes to your landing page, Web site visitor statistics and feedback from your demographic are critical in fine-tuning your efforts. But before we begin with all the tracking and statistics stuff, we need to break the landing ...

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