MarketingSherpa Landing Page Handbook

LpobookMarketingSherpa’s second edition Landing Page Handbook was released last week. I’m very proud that Anne Holland thought so much of OTTO Digital/Offermatica and myself to include six case studies and some extensive quotes from yours truly. Personally, I’ve worked hard over the past few years to promote the value of landing page testing, targeting and optimization. When you read the handbook it is gratifying to see this contribution in print. Kudos to Anne and her team for collecting and contributing so much knowledge to what has become arguably the important initiative in digital marketing.

Here are some of the data and case studies I provided that are referenced in some manner or another in the book.

Trust & Security Icons

Testing Methodology

Radical Simplicity

Intent Reinforcement

Optimizing by Keyword Match Type

Social Media Optimization

The book is a great primer on Landing Pages and a real nice upgrade from the first edition. Even if you have the first edition I’d highly recommend getting this one. If you’re looking to make a case for more landing page budget there are enough data sets and charts in here to convince even the most tight fisted organizations of the value. To some it may seem a bit pricey at $497, however, if the book gets you 20 more conversions it likely pays for itself.

When will I write a book? I’ve been approached on two occasions over the past year to write a book on landing pages by some prestigious publishers. While I’m honored, it’s an incredible time commitment and there’s no way I would be able to maintain this blog and write a book in addition to my very active client schedule. For me, right now, blogging is a great platform. There is an immediacy of a blog as well as all the data that you get about your content and visitors. As an author this is incredibly fulfilling and just can’t be replicated.

One last note on Sherpa. They provided some survey stats today on Landing Page Optimization that are striking. Here are the top 2.

#1. 48% – Can’t do any A/B testing at all
#2. 44% – Can’t measure landing page test results properly

The rest here. Seems we still have a long way to go with landing pages!

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