Always Be Testing: The Complete Guide to Google Website Optimizer

Overview

If you want more leads, sales, and profits from your website, then you need to test, test, test. Google Website Optimizer is all about testing,

and this book shows you how to use that free tool to discover what is best for your site and your bottom line. Recognized online marketing guru Bryan Eisenberg and his chief scientist John Quarto-vonTivadar explain how to test and get more of your visitors to take the actions you want them to take: ...

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Overview

If you want more leads, sales, and profits from your website, then you need to test, test, test. Google Website Optimizer is all about testing,

and this book shows you how to use that free tool to discover what is best for your site and your bottom line. Recognized online marketing guru Bryan Eisenberg and his chief scientist John Quarto-vonTivadar explain how to test and get more of your visitors to take the actions you want them to take: contact you, buy something, subscribe, or otherwise engage with your site.

  • Learn to develop a testing framework and establish goals and parameters
  • Determine how well your site calls visitors to take action and learn how to make improvements
  • Discover the best approach for selecting and categorizing products
  • Optimize your landing pages and revise your content with copy that sells
  • Understand exactly which test works best for a given purpose
  • Learn what you need to bring to the testing experience to reap the fullest benefits
  • Learn how to design impactful tests in sales, lead generation, B2B, and B2C situations
  • Get over 250 testing ideas based on all the factors that contribute to a site’s ability to convert online visitors

"I can tell you two things. The first thing is: Testing works. If you’re not doing it well, you’re missing out. The second? Bryan Eisenberg knows what he’s talking about. Time to get started, time to start testing."--—Seth Godin, Author of Meatball Sundae

"Bryan and John have combined years of experience in persua­sive marketing with their deep knowledge of Google Website Optimizer to deliver actionableinsights that will make rock stars out of any marketing team." --—Tom Leung, Senior Business Product Manager, Google Website Optimizer

"Bryan Eisenberg delivers the What, Why, and How of closing significantly more online sales." --—Jim Sterne, Founder, Emetrics Summit

"Always Be Testing is by far the most definitive work on the subject of website testing and optimization ever written."-->—Eric Petersen, Chief Executive Officer and Principal Consultant, Web Analytics Demystified, Inc.

"With Always Be Testing, the job of testing your marketing is laid out in a practical fashion that anyone can grasp and do in a way that will practically guarantee your conversion success and blow away your competition." --—John Jantsch, Author of Duct Tape Marketing

"Always Be Testing is the essential handbook that gets you testing and keeps you testing. In this game, the difference between Winners and Losers is that Win­ners take the time to figure out which of their ideas stink. Losers don’t. This book is for everyone who wants to be a Winner!"--—Avinash Kaushik, Author of Web Analytics: An Hour a Day

"Bryan Eisenberg and John Quarto-vonTivadar take you through not just how to use Google’s free conversion testing tool, but continually provide both philosophical reasons and practi­cal tips about why businesses need to test."--Danny Sullivan, Editor-In-Chief, SearchEngineLand.com

"Always Be Testing is a very readable and practical guide to landing page testing from an experienced master practitioner. Pick up a copy before your competitors do!" --—Tim Ash, Author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

"Put this book down now, or you just might double your revenue and give your customers the website they’ve always wanted."--—Mike Moran, Coauthor of Search Engine Marketing, Inc., and Author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

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Product Details

  • ISBN-13: 9780470290637
  • Publisher: Wiley
  • Publication date: 8/11/2008
  • Series: Serious Skills Series
  • Edition number: 1
  • Pages: 336
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.90 (d)

Table of Contents

Pt. I A Marketer's View of Tresting: The Power of Optimization

1 Always Be Testing?

2 Playing with the Google Website Optimizer

3 Understanding the Google Website Optimizer Report

4 Optimization Works: Examples for Lead Generation and Retail

5 The Optimization Lifecycle

6 Always Be Testing in Action: Acceller Case Study

7 Simple Testing Concepts

8 Developing a Testing Framework

9 Establishing Testing Goals and Parameters

10 Jigsaw Case Study

Pt. II What You Should Test

11 Understanding What to Test

Pt. II B Planning

12 WIIFM: What's in it for me?

13 Unique Value Proposition/Campaign Proposition

14 The Buying Decision

15 Categorization

Pt. II C Structure

16 Usability

17 Look and Feel

18 Searchability

19 Layout, Visual Clarity, and Eye Tracking

20 Purchasing

21 Tools

22 Error Prevention

23 Browser Compatibility

Pt. II D Momentum

24 Product Presentation

25 Load Time

26 AIDAS (Scent)

26 Trust & Credibility

28 Navigation / User of Links

29 Product Selection / Categorization

30 Up-sell / Cross-sell

31 Calls to Action / forms

32 Point of Action (see buying process)

33 Security & Privacy

Pt. II E Communication

34 Persuasive Copywriting

35 Content (blogging, publishing)

36 Headlines

37 Readability

38 Use of Color and Images

39 Terminology / Jargon

40 "We-We" Test (Customer-Focused Language)

41 Features like reviews

Pt. II F Conclusion

Pt. III Diving Deep for the Technically Challenged

42 Understanding Basic Math

43 Understanding How the GWO Scripts Work

44 Testing on Static versus Dynamic Sites

45 Testing for Key User Events

App Useful Resources

Index

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