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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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Web Usability Overview

Common sense is not so common.

—Voltaire, Dictionnaire Philosophique (1764)

Good usability is properly managing people’s expectations. Some of the overall goals of web usability are

  • Decrease the time it takes visitors to finish tasks
  • Reduce the number of mistakes visitors are likely to make
  • Shorten visitors’ learning time
  • Improve visitors’ satisfaction with your site

When you are considering usability for landing pages, you should always take into account the following picture of your visitor’s typical mind-set and behavior:

  • The visitor has extreme impatience and little commitment to your site.
  • The visitor has a short fixation on only the more prominent items of interest.
  • The visitor’s typical desired next action ...

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