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E-book

Always Be Testing: The Complete Guide to Google Website Optimizer

ISBN: 978-0-470-61266-8
336 pages
December 2009
Always Be Testing: The Complete Guide to Google Website Optimizer (0470612665) cover image
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

Take 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.

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Foreword.

Introduction.

PART I: A MARKETER’S VIEW OF TESTING: THE POWER OF OPTIMIZATION.

Chapter 1: Always Be Testing?

Chapter 2: Playing with Website Optimizer.

Chapter 3: Understanding Website Optimizer’s Report.

Chapter 4: Optimization Works: Examples for Lead Generation and Retail.

Chapter 5: The Optimization Life Cycle.

Chapter 6: Always Be Testing in Action: Acceller Case Study.

Chapter 7: Simple Testing Concepts.

Chapter 8: Developing a Testing Framework.

Chapter 9: Establishing Testing Goals and Parameters.

Chapter 10: Jigsaw Case Study.

PART II: WHAT YOU SHOULD TEST.

Chapter 11: Understanding What to Test.

Chapter 12: WIIFM: What’s in It for Me?

Chapter 13: Unique Value Proposition/Campaign Proposition.

Chapter 14: The Buying Decision.

Chapter 15: Categorization.

Chapter 16: Usability.

Chapter 17: Look and Feel.

Chapter 18: Searchability.

Chapter 19: Layout, Visual Clarity, and Eye Tracking.

Chapter 20: Purchasing.

Chapter 21: Tools.

Chapter 22: Error Prevention.

Chapter 23: Browser Compatibility.

Chapter 24: Product Presentation.

Chapter 25: Load Time.

Chapter 26: AIDAS: Attention, Interest, Desire, Action, and Satisfaction.

Chapter 27: Security/Privacy.

Chapter 28: Trust and Credibility.

Chapter 29: Product Selection/Categorization/Search Results.

Chapter 30: Navigation/Use of Links.

Chapter 31: Up-Sell/Cross-Sell.

Chapter 32: Calls to Action.

Chapter 33: Point-of-Action Assurances.

Chapter 34: Persuasive Copywriting.

Chapter 35: Content.

Chapter 36: Headlines.

Chapter 37: Readability.

Chapter 38: Use of Color and Images.

Chapter 39: Terminology/Jargon.

Chapter 40: “We We”: Customer-Focused Language.

Chapter 41: Using Reviews.

PART III: DIVING DEEP FOR THE TECHNICALLY CHALLENGED.

Chapter 42: Mathematics, Misperceptions, and Misinformation.

Chapter 43: How Website Optimizer’s Scripts Work.

Chapter 44: Using Website Optimizer on Static and Dynamic Sites.

Chapter 45: Tracking Key Events and Other Advanced Topics.

Chapter 46: Website Optimizer’s Plug-in for WordPress.

Appendix: Useful Resources.

Index.

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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.

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