Always Be Testing The Complete Guide to Google Website Optimizer

ISBN-10: 0470290633
ISBN-13: 9780470290637
Edition: 2008
List price: $29.99
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Description: Written by an internet marketing expert and Google Website Optimizer Authorized Consultant, this book will help users of all levels understand what to test, how to test, how to use Google Website Optimizer to do so-and ultimately, how to improve  More...

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Book details

List price: $29.99
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/11/2008
Binding: Paperback
Pages: 336
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.144
Language: English

Written by an internet marketing expert and Google Website Optimizer Authorized Consultant, this book will help users of all levels understand what to test, how to test, how to use Google Website Optimizer to do so-and ultimately, how to improve conversion rates. It can be used as a reference for successfully using the Google Website Optimizer to conduct tests and improve conversion rates, and it also discusses the important theory behind testing so that readers not only understand the clicks reports, but they also understand the "why" of the clicks and the data behind the reports. The book begins with explanations of A/B and multivariate testing, then discusses how to set up tests and explains what you should glean from them. The book then explores testing frameworks, parameters, and goals. The book then discusses how to optimize simple landing pages and explains the elements of a great one. It then looks at crucial page components, like headlines, forms, copy, images and hyperlinks and they work together to influence momentum. The book then shows how to test less obvious elements, like navigation, shopping carts, product pages, category pages, and more. Chock full of real-world case studies, the book is sure to help anyone interested in using Google Website Optimizer to test, analyze those results, and take action to improve conversions and profits

Bryan Eisenberg is an inventor of Persuasion Architecture (patent pending) and cofounder of Future Now, Inc., based in New York City.

Lisa T. Davis is a partner and Director of Content for Future Now.

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

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