Always Be Testing: The Complete Guide to Google^TM Website Optimizer

by Bryan Eisenberg; John Quarto-vonTivadar; With: Lisa T. Davis; Foreword by: Brett Crosby

• ISBN13: 9780470612668
• ISBN10: 0470612665
• Format: eBook
• Copyright: 2009-12-01
• Publisher: Sybex

Summary

Stop guessing, start testing, and enjoy greater success with your website.If you're looking for more leads, sales, and profit from your website, then look no further than this expert guide to Google's free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and New York Times bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-vonTivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site. This practical and easy-to-follow reference will help you: Develop a testing framework to meet your goals and objectives Improve your website and move more of your customers to action Select and categorize your products and services with a customer-centric view Optimize your landing pages and create copy that sells Choose the best test for a given application Reap the fullest benefits from your testing experience Increase conversions with over 250 testing ideas Save $25 on Google AdWords with coupon included in the bookTake the guesswork out of your online marketing efforts. Let Always Be Testing: The Complete Guide to Google Website Optimizer show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line.

Table of Contents

Foreword

Introduction

A Marketer's View of Testing: The Power of Optimization

Always Be Testing?

Playing with Website Optimizer

Understanding Website Optimizer's Report

Optimization Works: Examples for Lead Generation and Retail

The Optimization Life Cycle

Always Be Testing in Action: Acceller Case Study

Simple Testing Concepts

Developing a Testing Framework

Establishing Testing Goals and Parameters

Jigsaw Case Study

What You Should Test

Understanding What to Test

WIIFM: What's in It for Me?

Unique Value Proposition/Campaign Proposition

The Buying Decision

Categorization

Usability

Look and Feel

Searchability

Layout, Visual Clarity, and Eye Tracking

Purchasing

Tools

Error Prevention

Browser Compatibility

Product Presentation

Load Time

AIDAS: Attention, Interest, Desire, Action, and Satisfaction

Security/Privacy

Trust and Credibility

Product Selection/Categorization/Search Results

Navigation/Use of Links

Up-Sell/Cross-Sell

Calls to Action

Point-of-Action Assurances

Persuasive Copywriting

Content

Headlines

Readability

Use of Color and Images

Terminology/Jargon

"We We": Customer-Focused Language

Using Reviews

Diving Deep for The Technically Challenged

Mathematics, Misperceptions, and Misinformation

How Website Optimizer's Scripts Work

Using Website Optimizer on Static and Dynamic Sites

Tracking Key Events and Other Advanced Topics

Website Optimizer's Plug-in for WordPress

Appendix: Useful Resources

Index

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