Always Be Testing: The Complete Guide to Google Website Optimizer

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More About This Book

Overview

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
  • Save $25 on Google AdWords with coupon included in the book

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.

Product Details

  • ISBN-13: 9780470290637
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 8/11/2008
  • Edition number: 1
  • Pages: 336
  • Sales rank: 840,948
  • Series: Serious Skills Series
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

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

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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