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9780470290637

Always Be Testing : The Complete Guide to Google Website Optimizer

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  • ISBN13:

    9780470290637

  • ISBN10:

    0470290633

  • Format: Paperback
  • Copyright: 2008-08-11
  • Publisher: Sybex
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List Price: $29.99

Summary

The easy-to-understand, in-depth information in "Always Be Testing: The Complete Guide to Google Web Optimizer" will help you understand how to set up website optimization tests and improve your conversion rates. Learn the theory behind the testing, understand Google Web Optimizer click reports, discover the "why" of clicks, and decipher the valuable data. By the time you finish reading this book, no matter what your skill level, you will have learned how to set up tests and improve crucial page components with the help of real-world case studies and examples.

Author Biography

Bryan Eisenberg is the cofounder of FutureNow, Inc., an interactive marketing optimization firm and Google Website Optimizer Authorized consultancy. He is a coauthor of the New York Times bestselling books Call to Action and Waiting for Your Cat to Bark? He is a sought-after speaker at major business conferences worldwide, having keynoted events for Search Engine Strategies, Shop.org, DMA, MarketingSherpa, E-consultancy, and the Canadian Marketing Association.

John Quarto-vonTivadar, having worked on NASA’s Hubble telescope (the working parts), is chief scientist at FutureNow, Inc., and coinventor of Persuasion Architecture

Table of Contents

Always Be Testing?
Playing with the Google Website Optimizer
Understanding the Google Website Optimizer Report
Optimization Works: Examples for Lead Generation and Retail
The Optimization Lifecycle
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
Planning
WIIFM: What's in it for me?
Unique Value Proposition/Campaign Proposition
The Buying Decision
Categorization
Structure
Usability
Look and Feel
Searchability
Layout, Visual Clarity, and Eye Tracking
Purchasing
Tools
Error Prevention
Browser Compatibility
Momentum
Product Presentation
Load Time
AIDAS (Scent)
Trust & Credibility
Navigation / User of Links
Product Selection / Categorization
Up-sell / Cross-sell
Calls to Action / forms
Point of Action (see buying process)
Security & Privacy
Communication
Persuasive Copywriting
Content (blogging, publishing)
Headlines
Readability
Use of Color and Images
Terminology / Jargon
"We-We" Test (Customer-Focused Language)
Features like reviews
Conclusion
Understanding Basic Math
Understanding How the GWO Scripts Work
Testing on Static versus Dynamic Sites
Testing for Key User Events
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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