Always Be Testing: The Complete Guide To Google Website OptimizerGoogle网站优化工具大全
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作者： Bryan Eisenberg, John Quarto-vonTivadar著
出 版 社：
出版时间： 2008-8-1字数：版次： 1页数： 302印刷时间： 2008/08/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470290637包装： 平装内容简介
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.
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.
作者简介：
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.
目录
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: ToolsⅠ
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
hapter 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
