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

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Researching the Whole Story

Like a solid news reporter, you must understand the basics of the story and be able to articulate the following particulars about your audience:

  • Who
  • What
  • Where
  • When
  • Why
  • How

What does this mean in the context of a website or landing page? The following discussion should help you to get a better grounding:

Who is your audience? The who of your audience is defined by their demographics and segmentation. Because you can’t meet every visitor to your site in person, you are limited to using aggregates. Through web analytics you can understand the traffic sources hitting your website and the specific landing pages. Extensive information is also available about these visitors and their behavior once on the site. From a ...

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