- Shopping Bag ( 0 items )
"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 actionable insights 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
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
Pt. II C Structure
17 Look and Feel
19 Layout, Visual Clarity, and Eye Tracking
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)
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
Posted January 9, 2012
No text was provided for this review.