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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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Understand Your Business Objectives

You must begin with a solid understanding of your business objectives and know how your landing page or website supports them.

What drives your business? Is it sales, subscriptions, memberships, leads, downloads, e-mail sign-ups, or advertising and page views? What portion of your business marketing intersects with the Web? Is all of it conducted online? Are key parts influenced by offline marketing, or do they require subsequent phone or in-person follow-up? You may not have control over the whole process and may be a single step in the value chain. Your goal should be to make your piece as powerful and efficient as possible.

You may be tactically focused on hitting your cost-per-action (CPA) numbers or growing ...

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