Internet Marketing

Book Review: 2008 Landing Page Handbook

Disclaimer: I’m a Marketing Sherpa Affiliate. I was not paid for this review. But if you buy the book from this link I will get a bit of cash. Pretty please?
I re-read this book every year, and make most of my staff read it (or at least try to) as well.
There are plenty of books out there that talk in broad generalities about internet marketing. They say great stuff like ‘Write great content’ and ‘Offer value to your visitors’.
Duh.

The Bad

First, this book is HUGE. I would’ve ruptured a disc lifting it if they weren’t already ruptured. Read the whole thing, no matter how daunting it seems.
Second, sometimes it gets almost too specific. The book offers amazing detail (see ‘The Good’, next) but it doesn’t always show you the high-level view.
Unless you’re a marketing geek like me, though, you aren’t going to care.
Finally, it costs $497. It ain’t cheap. But it earns its money, I promise.

The Good

The Landing Page Handbook offers real, actionable advice, including things like:

  • The best positioning of a ‘hero shot’ image.
  • Button colors that get highest conversion rates.
  • Results of multi-variate testing.
  • Best typography and use of bullets.

It’s like a step-by-step course in great landing page design.
I’m not exaggerating – 90% of what I know about creating great landing pages comes from this book.
[ Buy the Landing Page Handbook ]

CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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