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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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Determine Your Landing Pages and Traffic Sources

After you have determined your business goals, you should be able to identify the mission-critical parts of your website that lead to the desired conversion action or actions. Review the appropriate sections of Chapter 2, “Understanding Your Landing Pages.” Remember, unless a page or website section directly supports the completion of the conversion action, it is probably not mission critical.

Determine the type of landing page that you have: main site, microsite, or stand-alone. Each type has different implications for what can and cannot be tested. For example, if you are modifying the header and navigation structure of a page that is part of your main site, you will have to carry the changes ...

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