Book Landing Page Design Case Study: The Curious Incident of The Dog in the Night-time Revision Guide

Xelium designed and developed a dedicated book sales landing page for Colour My Learning’s The Curious Incident of the Dog in the Night-time Edexcel IGCSE Revision Guide.

The project brings together educational publishing, e-commerce, search engine optimisation and conversion-focused web design. Colour My Learning, a publication by Xelium Ltd  developed the revision guide and its supporting learning resources and Bailbrook Lane Press, an imprint of Xelium, published and distributed the book. Xelium created the digital sales journey used to introduce the guide and connect prospective buyers with the available purchase options.

The completed page provides a central destination for students, parents, teachers and tutors searching for an Edexcel IGCSE revision guide to Simon Stephens’ stage adaptation of Mark Haddon’s novel. It also demonstrates how authors and independent publishers can use a dedicated book landing page to explain a specialist publication more effectively than a conventional retailer listing.

Open the Book Sales PageVisit the Book Sales Page on Colour My Learning

Project Background

The Curious Incident of the Dog in the Night-time Revision Guide forms part of the Essential Literature series of Edexcel International GCSE English Literature resources created by Colour My Learning and published by Bailbrook Lane Press. The series began with An Inspector Calls and has expanded to cover other Edexcel IGCSE set texts, including A View from the Bridge, The Curious Incident of the Dog in the Night-time and Kindertransport.

Each guide is designed to help students understand the text, develop precise literary analysis and prepare stronger examination responses. The books combine subject knowledge with quotation analysis, discussion of dramatic methods, essay guidance, self-assessment and practical revision support.

The Curious Incident guide focuses specifically on Simon Stephens’ adaptation for the stage. Its content covers the plot, characters, themes, language, form, structure, physical theatre, staging, sound, projection and the contribution of the ensemble. It also places the play within the requirements of Edexcel IGCSE English Literature Paper 2.

The guide is available as an immediately downloadable ebook from Bailbrook Lane Press and as a paperback. The page also connects visitors with major retailers including Amazon, Blackwell’s, Waterstones and Foyles.

The Challenge

A standard e-commerce product page (below) provides limited space for explaining the value of a detailed educational book. Students need to know how the guide will improve their understanding and examination performance. Parents want reassurance that it supports the correct qualification. Teachers and tutors need to assess the guide’s analytical depth, curriculum relevance and suitability for classroom or independent use. The subject also presented a particular marketing challenge.

The Curious Incident of the Dog in the Night-time is not only a written text. Students are studying a stage adaptation that uses narration, ensemble performance, physical theatre, projection, lighting, movement and sound to represent Christopher’s experiences.

The page therefore needed to communicate that the guide covers the play as a dramatic work rather than treating it only as a version of Mark Haddon’s novel. It also had to provide clear routes for visitors who wanted:

---

The challenge was to create an informative and visually engaging page that could explain the depth of the guide while keeping the route to purchase clear.

Open the e-commerce Book PageVisit the e-commerce page on Bailbrook Lane Press

Project Goals

Xelium planned the landing page around several connected objectives:

---

Creating a Strong Opening Section

The top of the page needed to establish the publication and its purpose immediately. The opening section combines:

---

The principal message, “Built for Success. Designed for Confidence,” focuses on the outcome for the student rather than simply describing the book. The supporting introduction identifies Simon Stephens’ adaptation and explains that the guide has been written to help students master the different aspects of the play. This allows visitors arriving through a search engine, social media link or related Colour My Learning article to confirm quickly that they have reached the correct resource.

Connecting Direct Sales and Major Retailers

The opening call-to-action buttons give visitors a choice between purchasing the digital guide and ordering the paperback. A separate “Available From” section then displays the wider purchasing options, including Bailbrook Lane Press, Amazon, Blackwell’s, Waterstones and Foyles.

This approach supports different buyer preferences. Some customers value immediate access to an ebook. Others prefer a printed revision guide or want to purchase through a retailer they already use. The landing page brings these options together without allowing the publication to become dependent on any single retailer.

It also reinforces the professional distribution of the guide. Recognised bookseller availability provides reassurance while the Bailbrook Lane Press route maintains a direct relationship between the publisher and its readers.

Designing for Different Audiences

The “This Revision Guide is Perfect For” section helps visitors identify how the publication relates to their needs.

---

Presenting these audiences separately helps the student, buyer and recommender recognise the value of the same publication from their own perspective.

Adding Value Through a Companion Booklet

The landing page gives prominent space to the accompanying Past Exam Questions by Theme booklet. Readers receive a code inside the complete revision guide that allows them to claim the digital booklet free of charge. It can also be purchased separately by students who only need focused examination-question practice.

The bonus is closely connected to the purpose of the main publication. It gives students a structured way to connect their revision of characters and themes with the wording used in Edexcel examination questions. This is more valuable than adding an unrelated promotional download. It extends the learning journey and encourages readers who purchased through an external retailer to visit the Bailbrook Lane Press store.

Supporting the Book with Free Resources

The bonus booklet is accompanied by free Colour My Learning resources, including:

• A revision planner
• A progress-tracker checklist
• An essay-planning template

These downloads give visitors something useful before or after purchasing the book. They also establish Colour My Learning as a continuing source of educational support rather than a website created only to advertise a product. For authors and publishers, supporting downloads can strengthen the value of a publication, encourage repeat visits and provide opportunities to connect individual books with a wider content platform.

Explaining What Is Inside the Guide

The “What’s Inside” section turns the contents of the book into clear student benefits. Rather than presenting only a conventional contents list, the page explains how each part of the guide contributes to effective revision. The guide includes:

---

This section demonstrates the depth of the publication while retaining a format that visitors can scan easily. The content also differentiates the guide from general revision resources. Its attention to staging, movement, narration and production methods makes clear that students are being prepared to analyse the text as a play.

Developed with Modern Learners in Mind

The next section presents the guide as a practical learning tool designed for the way students revise.

It explains the connection between the guide and the Edexcel Assessment Objectives, including:

• AO1: developing a personal response supported by accurate references
• AO2: analysing language, form and structure
• AO4: demonstrating understanding of context and performance interpretation

The page then highlights recurring features used throughout the publication:

• Quick Recap summaries
• Practice questions
• Checklists and templates
• Downloadable digital resources

This combination of print and digital support allows the guide to be used for planned study, classroom work and focused revision close to the examination. Clear calls to action appear around these sections, allowing visitors to purchase once the page has answered their main questions. The buttons are placed at natural decision points rather than requiring a prospective buyer to scroll back to the opening section.

Introducing the Essential Literature Series

The final section positions the guide within the wider Essential Literature series. This is commercially important because the visitor may be studying more than one Edexcel IGCSE set text. By introducing the related guides, the page can:

• Encourage visitors to explore the wider catalogue
• Support cross-selling between set texts
• Build recognition of the series design
• Reinforce the relationship between Colour My Learning and Bailbrook Lane Press
• Create a route towards future publications

A consistent series identity gives readers greater confidence when moving from one guide to another. The same principles of clear explanation, detailed analysis and practical exam preparation can be recognised across the collection.

The Result

The completed page gives Colour My Learning a dedicated destination for presenting the Curious Incident of the Dog in the Night-time Revision Guide. It brings together:

---

The page helps visitors make an informed purchase. It also directs relevant traffic towards Bailbrook Lane Press and supports the continued development of the Essential Literature catalogue.

Visit the Book Sales Page

What Authors and Publishers Can Learn from This Project

A book may be available through several retailers without having a central online destination that explains its full value. Retail product pages are important for completing a sale, but their structure and content are controlled by the retailer. Authors and publishers have limited space to address different audiences, demonstrate what is inside the book or provide related resources.

A dedicated book landing page can:

---

The Curious Incident page demonstrates how educational content, ecommerce and book marketing can be brought together within a single coherent experience.

Need a Sales Page for Your Book?

Xelium designs and develops websites and dedicated book landing pages for authors, publishers, educational organisations and specialist content creators. We can support:

---

A successful book page should help the right audience discover the publication, understand what makes it valuable and choose the most suitable way to purchase it. Contact Xelium to discuss a book website, publishing platform or dedicated book sales landing page. We leave you with the book sales page screenshot.