You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized MarketingLearn how to convert website visitors into customers Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work.
You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website. |
Contents
| 1 | |
| 17 | |
What is Conversion Optimization? 23 | 23 |
The Continuous Improvement Cycle | 54 |
Chapter 3 | 61 |
xviii | 67 |
Prioritize Important Pages | 82 |
Prioritize Easy Test Pages | 89 |
Competitive Relevance | 174 |
Optimize for Anxiety | 207 |
Usability Anxiety | 215 |
Fulfillment Anxiety | 223 |
Chapter 9 | 231 |
Message Distraction | 244 |
Chapter 10 | 255 |
External Urgency | 266 |
Reprioritize Regularly | 95 |
Optimize Your Value Proposition | 113 |
Intangible Benefits | 123 |
Personal Benefits vs Business Benefits | 136 |
Associated Costs | 143 |
Relevance | 147 |
Navigation Relevance | 167 |
Test Your Hypotheses | 273 |
Choose the Test Area | 281 |
Choose the Test Type | 288 |
Isolate for Insights 293 CONTENTS | 295 |
Evaluating Results | 303 |
Compare Isolations | 310 |
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You Should Test That: Conversion Optimization for More Leads, Sales and ... Chris Goward Limited preview - 2013 |
Common terms and phrases
A/B/n testing AllPopArt anxiety benefits blog brand button call to action call-to-action Candles challenger variations changes CHAPTER Chris Goward clients color conversion funnel conversion optimization conversion rate conversion-optimization testing conversion-rate lift copywriting costs credibility CRYSTAL REPORTS customers distraction e-commerce Electronic Arts example experience eyeflow Facebook goals Google Analytics graphic Hair Club headline images important improve increase internal urgency landing pages landing-page layout lead lead-generation LIFT Model LinkedIn look multivariate test offer OPTIMIZE FOR CLARITY OPTIMIZE YOUR VALUE options percent potential problem product or service prospects Pubcon purchase redesign relevance revenue scent trail site-wide social media social proof statistical significance strategy tangible features target audience template test results tracking traffic usability usability testing value proposition visitors web analytics webinar WiderFunnel