Always Be Testing : The Complete Guide to Google Website Optimizer
by Eisenberg, Bryan; Quarto-vonTivadar, John; Davis, Lisa T.; Crosby, BrettFormat: Paperback
Pub. Date: 2008-08-11
Publisher(s): Sybex
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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. |
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