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Always Be Testing: The Complete Guide to Google Website Optimizer
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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.
Table of Contents
Part I.
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.
Part II. What You Should Test.
11. Understanding What to Test.
Part II B. Planning.
12. WIIFM: What's in it for me?
13. Unique Value Proposition/Campaign Proposition.
14. The Buying Decision.
15. Categorization.
Part 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.
Part 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.
Part 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.
Part II F Conclusion.
Part III.
42. Understanding Basic Math.
43. Understanding How the GWO Scripts Work.
44. Testing on Static versus Dynamic Sites.
45. Testing for Key User Events
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