Always be Testing
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BeschreibungIf 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 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
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.
PortraitBryan 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
Untertitel: The Complete Guide to Google Website Optimizer. 1. Auflage. Illustrations. Sprache: Englisch.
Verlag: John Wiley and Sons Ltd
Erscheinungsdatum: August 2008
Seitenanzahl: 336 Seiten