Book Review: Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash , Maura Ginty, and Rich Page. The first edition of Tim Ash's Landing Page Optimization has been called the Conversion Bible (by me, at least). Unlike the religious tome, though, this resource is far from static. The newest edition has been improved, expanded, and even sports a couple of new co-authors. As before, Ash delves into the psychology and neuroscience of conversion, along with lots of practical advice.
Do web searchers pay attention to the domain where the link in the search results leads them? A few years ago, I would have said “no.” For years, I’ve operated or advised websites that ranked at or near the top for various brand names, and found many users assumed the site WAS that brand. Even the most cursory look at either the domain or the site itself would show the site to be unaffiliated with the brand, but oblivious visitors would post inquiries about customer service problems, purchase locations, and so on.
Now, it seems, more web searchers are paying attention to what’s in the URL. […]
Neuromarketing got some extra exposure at Pubcon, one of the biggest web marketing conferences, last week. I gave a presentation titled Brainfluence on the Web that started with a quick introduction to Neuromarketing, including several “brain movies” which showed how neuromarketing firms analyzed commercials frame by frame. I then shifted gears and covered a few brain-research-based techniques that companies and web developers of any size could apply. My fellow presenter in this “spotlight” session was Derrick Wheeler, talking about Microsoft’s in-house SEO. So, the audience was an interesting mix of web marketers, hard core SEOs, and other people curious about either Derrick’s topic or mine. Kudos to Brett Tabke & crew for scheduling this interesting session. […]