O'Reilly logo

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Understanding the Bigger Online Marketing Picture

Before we focus on the specifics, let’s get oriented and see where landing page optimization fits within the following three key activities of online marketing:

  • Acquisition Getting people to your website or landing page
  • Conversion Persuading them to take the desired action(s)
  • Retention Deepening the relationship with your website visitors and increasing their lifetime value

Each step feeds into the next. The efficiency of each online marketing activity can be viewed as a set of funnels like the one in Figure 1-1.

Figure 1-1: The activity funnel

c01f001.eps

Inefficient acquisition activities will limit ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required