Archive for the ‘usability’ Category

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Landing Page Optimization

May 28, 2008

Rarely do I recommend books after reading only the first half, but Landing Page Optimization is an exception. Tim Ash of SiteTuners takes the reader on a thought-proking journey that addresses the key issues surrounding the design and testing of “landing pages”. The take-away from this book sounds quite obvious: let your users determine the best design. Unfortunately most of us (self-described “experts”) fall into the trap of believing we know the right answer, only to be humbled by our users.

This book also confirms my belief that online marketers and their agencies would be well served by having some knowledge or experience in user-centered design and usability testing. Agency folk are familiar with focus groups and panels, but few have ever witnessed first hand a consumer trying to use one of their designs.