Always Be Testing
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Always Be Testing: The Complete Guide to Google Website Optimizer

Always Be Testing: The Complete Guide to Google Website Optimizer


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About the Book

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 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.

Table of Contents:
Foreword xxix Introduction xxxi PART I A MARKETER’S VIEW OF TESTING: THE POWER OF OPTIMIZATION 1 Chapter 1 Always Be Testing? 2 A System for Closing 2 Scientific Advertising 6 The Court of Only Resort 11 Developing an Always Be Testing Culture 13 Why We Endorse (and Use) Website Optimizer 17 What Makes This Book the “Complete” Guide? 18 Chapter 2 Playing with Website Optimizer 19 Ten Minutes to Testing 19 Headline Copy Strategies 29 Want to Run a Few More Tests? 31 Multivariate Testing: Sections, Variations, and Combinations 33 More Website Optimizer Tests 36 Avoid Swimming in Data 42 Chapter 3 Understanding Website Optimizer’s Report 44 Combination Report 45 Page Section Report 48 Chapter 4 Optimization Works: Examples for Lead Generation and Retail 51 Finding Your Groove 52 Geico’s Disconnect 53 Doctor FootCare Rewind 56 Volvo Excavates Leads 58 Danica Meets Go Daddy’s Home Page 58 Dell’s Choices 59 Max Effect’s Show-and-Tell 61 Testing Is for Everyone 62 Chapter 5 The Optimization Life Cycle 63 Miguel and Denise Need a New Cable Service 64 Hitting the Optimization Wall? 66 Navigating the Phases of the Optimization Life Cycle 69 Marketing Challenges 71 Chapter 6 Always Be Testing in Action: Acceller Case Study 75 Chapter 7 Simple Testing Concepts 78 Of Variables and Variations 79 The Hypothesis 80 Designing the Test 83 Types of Tests 84 Chapter 8 Developing a Testing Framework 93 Factors That Determine Online Success: The Web Performance Equation 94 Online Marketing 101 95 Know Thy Customer 99 Chapter 9 Establishing Testing Goals and Parameters 110 Three Steps to Goals and Parameters 110 Actually Getting Started 114 Chapter 10 Jigsaw Case Study 120 Phase 1: Planning 121 Phase 2: Testing 121 Phase 3: Putting It All Together 121 Lessons Learned: What Testing Taught Jigsaw About Its Customers 122 PART II WHAT YOU SHOULD TEST 125 Chapter 11 Understanding What to Test 126 Create a Descriptive Name 127 Define Your Goal 127 Determine How You Will Achieve Your Goal 128 Define the Control Variable/Variation 129 State Your Hypothesis 130 Let the Test Rip 130 Measure and Analyze Your Results 130 The Lowly Button 131 The Bottom Line 134 Chapter 12 WIIFM: What’s in It for Me? 135 Competitive/Assertive 136 Spontaneous/Amiable 136 Humanistic/Expressive 137 Methodical/Analytical 138 One Page, Multiple Needs 138 Questions to Ask 140 Exercise 141 What to Test 141 Apply This to Your Site 142 Chapter 13 Unique Value Proposition/Campaign Proposition 143 Questions to Ask 145 Exercises 146 What to Test 146 Apply This to Your Site 147 Chapter 14 The Buying Decision 148 The Complexity of the Sale 148 Scent Trails 150 Point-of-Action or Shop-with-Confidence Messaging 150 Questions to Ask 152 Exercise 152 What to Test 153 Apply This to Your Site 153 Chapter 15 Categorization 154 Questions to Ask 155 Exercises 156 What to Test 156 Apply This to Your Site 157 Chapter 16 Usability 158 Questions to Ask 158 Exercise 160 What to Test 160 Apply This to Your Site 160 Chapter 17 Look and Feel 161 Questions to Ask 161 Exercise 161 What to Test 162 Apply This to Your Site 162 Chapter 18 Searchability 163 Questions to Ask 163 Exercise 164 What to Test 164 Apply This to Your Site 164 Chapter 19 Layout, Visual Clarity, and Eye Tracking 165 Questions to Ask 170 Exercise 170 What to Test 170 Apply This to Your Site 171 Chapter 20 Purchasing 172 Questions to Ask 172 Exercise 173 What to Test 174 Apply This to Your Site 174 Chapter 21 Tools 175 Questions to Ask 176 Exercise 176 What to Test 177 Apply This to Your Site 177 Chapter 22 Error Prevention 178 Questions to Ask 179 Exercise 179 What to Test 179 Apply This to Your Site 179 Chapter 23 Browser Compatibility 180 Questions to Ask 180 Exercise 180 What to Test 182 Apply This to Your Site 182 Chapter 24 Product Presentation 183 Questions to Ask 183 Exercise 184 What to Test 184 Apply This to Your Site 185 Chapter 25 Load Time 186 Questions to Ask 186 Exercise 187 What to Test 187 Apply This to Your Site 188 Chapter 26 AIDAS: Attention, Interest, Desire, Action, and Satisfaction 189 Questions to Ask 189 Exercise 190 What to Test 190 Apply This to Your Site 191 Chapter 27 Security/Privacy 192 Questions to Ask 192 Exercise 193 What to Test 193 Apply This to Your Site 194 Chapter 28 Trust and Credibility 195 Questions to Ask 195 Exercise 196 What to Test 196 Apply This to Your Site 196 Chapter 29 Product Selection/Categorization/Search Results 198 Online, Expectations Are Different 199 Plan to Help Visitors Find the Right Product 201 Questions to Ask 201 What to Test 202 Apply This to Your Site 202 Chapter 30 Navigation/Use of Links 203 Questions to Ask 203 Exercise 205 What to Test 205 Apply This to Your Site 206 Chapter 31 Up-Sell/Cross-Sell 207 Questions to Ask 208 Exercise 209 What to Test 209 Apply This to Your Site 209 Chapter 32 Calls to Action 210 Questions to Ask 210 Exercise 211 What to Test 212 Apply This to Your Site 212 Chapter 33 Point-of-Action Assurances 213 Questions to Ask 214 Exercise 214 What to Test 215 Apply This to Your Site 215 Chapter 34 Persuasive Copywriting 216 Use Active Voice 216 Avoid Jargon 217 Be Specific 217 Speak to the Four Buying Modalities 217 Benefits/Features 217 Identify Other Opportunities to Write Persuasively 218 Questions to Ask 218 Exercises 219 What to Test 221 Apply This to Your Site 221 Chapter 35 Content 222 Questions to Ask 223 Exercise 223 What to Test 223 Apply This to Your Site 224 Chapter 36 Headlines 225 Questions to Ask 225 Exercise 226 What to Test 226 Apply This to Your Site 226 Chapter 37 Readability 227 Scanning and Skimming 228 Questions to Ask 230 Exercise 230 What to Test 230 Apply This to Your Site 230 Chapter 38 Use of Color and Images 231 Questions to Ask 231 Exercise 232 What to Test 232 Apply This to Your Site 232 Chapter 39 Terminology/Jargon 234 Questions to Ask 235 Exercise 235 What to Test 236 Apply This to Your Site 236 Chapter 40 “We We”: Customer-Focused Language 237 Questions to Ask 238 Exercise 238 What to Test 239 Apply This to Your Site 239 Chapter 41 Using Reviews 240 Questions to Ask 242 Exercise 243 What to Test 243 Apply This to Your Site 244 PART III DIVING DEEP FOR THE TECHNICALLY CHALLENGED 245 Chapter 42 Mathematics, Misperceptions, and Misinformation 246 Finding Your Center 246 The Spread of Your Data 247 Statistical Significance and Sampling 248 Local vs. Global Maximum 249 The Heart of the Problem: The Two-Armed Bandit 251 Degrees of Freedom 253 Orthogonality 254 Chapter 43 How Website Optimizer’s Scripts Work 256 Three Vital Script Functions 256 Marco Polo’s Cookie 259 Multiple Tests, One Conversion Page 259 Multiple Tests Running on the Same Site 260 Chapter 44 Using Website Optimizer on Static and Dynamic Sites 262 What Is a Static Site? 262 What Is a Dynamic Site? 263 Mixed Static and Dynamic Sites 264 Applying Website Optimizer to a Static Site 264 Applying Website Optimizer to a Dynamic Site 265 Choose the Approach Appropriate to Your Site 266 Chapter 45 Tracking Key Events and Other Advanced Topics 267 Testing Subsets of Your Traffic 267 Testing Less Than 100 Percent of Traffic 267 How Long Should Testing Last? 268 Modifying the Weight of Each Combination in the Testing Sample 269 Testing for Key User Events (Clicks and Submits) 270 Using a Timer to Fire Off a Conversion 270 Testing Flash Video Events 271 Stacking Events 271 Explore the Bleeding Edge (If You Dare) 271 Nothing Takes the Place of Planning 272 Chapter 46 Website Optimizer’s Plug-in for WordPress 273 Will It Work on Your WordPress Blog? 273 Installing the Plug-in 273 What to Do Before Using the Plug-in 274 Detailed Setup Instructions for Website Optimizer 274 Creating Additional Experiments 282 Appendix Useful Resources 283 Analytics and Testing 283 Blogs 283 Books 284 General Links to Key Topics 284 Google Documentation and Support 285 Other Publications by the FutureNow Team 285 Index 287

About 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. 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.


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Product Details
  • ISBN-13: 9780470612668
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: Sybex Inc.,U.S.
  • Language: English
  • Sub Title: The Complete Guide to Google Website Optimizer
  • ISBN-10: 0470612665
  • Publisher Date: 30 Dec 2009
  • Binding: Digital (delivered electronically)
  • No of Pages: 336


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