Always be Testing: The Complete Guide to Google Website Optimizer

Always be Testing: The Complete Guide to Google Website Optimizer

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By (author) Bryan Eisenberg, By (author) John Quarto-Vontivadar, By (author) Lisa T. Davis, Foreword by Brett Crosby

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  • Publisher: John Wiley & Sons Ltd
  • Format: Paperback | 336 pages
  • Dimensions: 188mm x 234mm x 24mm | 499g
  • Publication date: 11 August 2008
  • Publication City/Country: Chichester
  • ISBN 10: 0470290633
  • ISBN 13: 9780470290637
  • Illustrations note: Illustrations
  • Sales rank: 191,657

Product description

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.

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Author information

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-von T ivadar , having worked on NASA's Hubble telescope (the working parts), is chief scientist at FutureNow, Inc., and coinventor of Persuasion Architecture.

Back cover copy

If 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 parametersDetermine how well your site calls visitors to take action and learn how to make improvementsDiscover the best approach for selecting and categorizing productsOptimize your landing pages and revise your content with copy that sellsUnderstand exactly which test works best for a given purposeLearn what you need to bring to the testing experience to reap the fullest benefitsLearn how to design impactful tests in sales, lead generation, B2B, and B2C situationsGet 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 persua-sive 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 Win-ners 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 practi-cal 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"

Table of contents

Foreword. Introduction. 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. Index.