You Should Test That
Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Published on 21. December 2012
360 pages
978-1-118-33415-7 (ISBN)
Description
Learn how to convert website visitors into customers
Part science and part art, conversion optimization is designedto turn visitors into customers. Carefully developed testingprocedures are necessary to help you fine-tune images, headlines,navigation, colors, buttons, and every other element, creating awebsite that encourages visitors to take the action you seek. Thisbook guides you through creating an optimization strategy thatsupports your business goals, using appropriate analytics tools,generating quality testing ideas, running online experiments, andmaking the adjustments that work.
* Conversion optimization is part science and part art; thisguide provides step-by-step guidance to help you optimize yourwebsite for maximum conversion rates
* Explains how to analyze data, prioritize experimentopportunities, and choose the right testing methods
* Helps you learn what to adjust, how to do it, and how toanalyze the results
* Features hands-on exercises, case studies, and a full-colorinsert reinforcing key tactics
* Author has used these techniques to assist Fortune 500clients
You Should Test That explains both the "why" and the"how" of conversion optimization, helping you maximize the value ofyour website.
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Chris Goward
You Should Test That
Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Book
01/2013
Sybex Inc.,U.S.
€34.00
Shipment within 15-20 days
Person
Chris Goward is founder and CEO of WiderFunnel, theconversion optimization agency that has improved marketing resultsby up to 400% for such firms as eBay, Google, BabyAge.com, SAP,Electronic Arts, Iron Mountain, Expensify, Hair Club, and manymore. Chris is recognized as a conversion optimization thoughtleader, has an influential blog (WiderFunnel.com/blog), and speaksinternationally at such conferences as Search Engine Strategies,Pubcon, eMetrics, Search Marketing Expo, European ConversionSummit, IIMA, Conversion Conference, and Internet MarketingConference.
Content
- You Should Test That!
- Foreword: Be Super Awesome
- Introduction
- Chapter 1: Why You Should
- Your Website Is Crucial to Your Business
- Your Website Is Underperforming
- Web Design for Results (Rather than Aesthetics)
- Why "Best Practices" Aren't Best
- Is There a HiPPO in the Room?
- The Risks and Costs of Website Redesign
- Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend
- Conversion-Rate Optimization and Your Business
- CRO Works alongside SEO
- You Should Test That!
- Chapter 2: What Is Conversion Optimization?
- Conversion Optimization Requires Controlled Testing
- What Is Conversion Optimization?
- Who Are Your Target Audiences?
- Setting Goals
- The Continuous Improvement Cycle
- Chapter 3: Prioritize Testing Opportunities
- Use Data to Prioritize Tests
- The PIE Prioritization Framework
- Prioritize Pages with High Potential for Improvement
- Prioritize Important Pages
- Prioritize Easy Test Pages
- Prioritize with a Weighting Table
- Reprioritize Regularly
- Chapter 4: Create Hypotheses with the LIFT Model
- Methodology Is More Valuable than Tips
- The Gorilla in Our Brains
- The LIFT Model
- Fill the Marble Jar
- Create Valid Hypotheses
- Tips to Get Your Testing Started
- Chapter 5: Optimize Your Value Proposition
- The Value-Proposition Equation
- Your Visitor's Perception Filters
- Tangible Features
- Intangible Benefits
- Costs
- What Is Your Value Proposition?
- Test Your Value Proposition
- Chapter 6: Optimize for Relevance
- Marketing Funnel Relevance
- Source Relevance
- Target Audience Relevance
- Navigation Relevance
- Competitive Relevance
- Chapter 7: Optimize for Clarity
- Information Hierarchy Clarity
- Design Clarity
- Call-to-Action Clarity
- Copywriting Clarity
- Chapter 8: Optimize for Anxiety
- Privacy Anxiety
- Usability Anxiety
- Effort Anxiety
- Fulfillment Anxiety
- Turn Anxiety in Your Favor
- Chapter 9: Optimize for Distraction
- Two Distraction Points
- First-Impression Distraction
- Message Distraction
- Chapter 10: Optimize for Urgency
- Internal Urgency
- External Urgency
- Respond with Urgency
- Chapter 11: Test Your Hypotheses
- Set Test Goals
- Choose the Test Area
- Choose the Test Type
- Isolate for Insights
- How to Get Good Great Results
- Chapter 12: Analyze Your Test Results
- Reading the Tea Leaves
- Monitoring Your Tests
- Evaluating Results
- What to Test Next?
- Chapter 13: Strategic Marketing Optimization
- Aim for Marketing Insights
- The Optimization Manifesto
- Be a Marketing-Optimization Champion
- Index
- Insert: The Color of Conversion
- Heatmaps
- Clarity and Distraction
- Challengers and Champions
