You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing, 1st Edition

  • Published By:
  • ISBN-10: 1118463838
  • ISBN-13: 9781118463833
  • DDC: 658.872
  • Grade Level Range: 12th Grade +
  • 595 Pages | eBook
  • Original Copyright 2012 | Published/Released May 2014
  • This publication's content originally published in print form: 2012

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This book will show readers how to create a conversion optimization strategy that aligns with business and marketing goals, find opportunities in web analytics reports, generate quality testing ideas, run online experiments, analyze results to discover the Why, and optimize to gain results that directly affect the bottom line. Conversion optimization expert Chris Goward first provides the necessary background on conversion optimization before guiding readers through analyzing current website data to prioritize experiment opportunities and choose the right testing methods. He then walks readers through employing the framework hes used with Fortune 500 clients, explaining step-by-step how to test and optimize a websites value proposition, relevance, clarity, user anxiety, user distraction, and sense of urgency. Readers then learn how to appropriately analyze the results to determine what to test next. Packed with step-by-step walkthroughs, hands-on exercises, case studies from known firms, and a beautiful full-color insert that reinforces key tactics, this book is sure to become a must-read for everyone interested in using conversion optimization to improve their bottom line.

Table of Contents

Front Cover.
Other Frontmatter.
Half Title Page.
Title Page.
Copyright Page.
Other Frontmatter.
About the Author.
Foreword: Be Super Awesome.
1: Why You Should Test That.
2: What Is Conversion Optimization?.
3: Prioritize Testing Opportunities.
4: Create Hypotheses with the LIFT Model.
5: Optimize Your Value Proposition.
6: Optimize for Relevance.
7: Optimize for Clarity.
8: Optimize for Anxiety.
9: Optimize for Distraction.
10: Optimize for Urgency.
11: Test Your Hypotheses.
12: Analyze Your Test Results.
13: Strategic Marketing Optimization.