Always Be Testing: The Complete Guide To Google Website OptimizerGoogle网站优化工具大全 fb2 免费 lrf 下载 kindle azw3 pdf 阿里云

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.

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　Ⅰ

　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　

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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.