You Should Test That!: Conversion Optimization for More Leads, Sales and Profit or the Art and Science of Optimized Marketing - Brossura

Goward, Chris

Brossura

ISBN 10: 1118301307 ISBN 13: 9781118301302

Casa editrice: Sybex Inc, 2013

Riassunto

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.

Su questo libro

Informazioni sull'autore

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.

Dalla quarta di copertina

Join the Scientific Marketing Revolution

Conversion optimization has become the go-to strategy formarketers to increase demand and profit from their websites. YouShould Test That! provides the strategy, methods, andframeworks that have lifted conversion rates by up to 400% fororganizations such as Shutterfly, Google, Salesforce, ElectronicArts, Iron Mountain, SAP, and many other fast-growth companies andstartups.

You'll learn fresh tactics, previously hidden marketinginsights, and proven processes that deliver unbeatable competitiveadvantage. Use what you learn in this book to turn your onlinemarketing channels into high-performance conversion funnels.

• Prioritize where and what to test on your websites and landingpages for maximum revenue lift
• Master all testing types, including multivariate, A/B/n, andsplit path
• Evaluate the key analytics reports—essential tounderstanding where you are now
• Create a conversion optimization strategy aligned with yourbusiness and marketing goals, and get your team on board
• Test for relevance, clarity, urgency, and other key factors inthe Landing Page Influence Function for Tests (LIFT) model
• Follow compelling case studies and learn how to emulate theirsuccess

"You Should Test That! provides an easy to understandframework for testing, and lots of excellent ideas for how tooptimize toward specific goals. It's a much needed, comprehensiveapproach to testing."
—Jesse Nichols, Agency Partnerships, GoogleAnalytics

"When you've finished You Should Test That!, you'll bearmed not just with the belief in the importance of testing andoptimization, but with the mental tools to accomplish them."
—Stefan Tornquist, VP Research, Econsultancy US

"In You Should Test That!, Chris doesn't just talk aboutwhat you should test, but how to think about your marketing in avery smart and strategic way."
—Mitch Joel, President of Twist Image and Author,Blogger, Podcaster of Six Pixels of Separation

Dettagli dell'edizione

• Editore: Sybex Inc
• Data di pubblicazione: 2013
• Lingua: Inglese
• ISBN 10: 1118301307
• ISBN 13: 9781118301302
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 332
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile