Conversions are where websites pay off. A blogger might want to gain more subscribers, an ecommerce site more sales. You might want more leads for your business. Whatever the action you most want people to take when they arrive on your site, you are going to want to tweak and optimize to squeeze the best results out of the traffic you have.
My friends at Invesp have released a great book that tells you exactly how to do just that. It’s called “Landing Page Optimization: The Complete Guide” and when you consider how much difference in profitability just a small increase in conversions can make, it is fantastic value for money at only $95.
The book covers a good introduction to the topic, followed by information and tactics such as target market, persona development (which I call Pen Portraits), gaining trust and confidence, engagement and more. While the bias is sometimes towards pay per click, you will pick up great tips for any site.
Invesp achieved 238% increases in conversion rates for their clients just in 2007, see how they did it and how you can too by grabbing a copy of their ebook.