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Produktbild: You Should Test That

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

Fr. 39.90

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

18.01.2013

Verlag

John Wiley & Sons Inc

Seitenzahl

368

Maße (L/B/H)

23.6/18.7/2.5 cm

Gewicht

522 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-118-30130-2

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

18.01.2013

Verlag

John Wiley & Sons Inc

Seitenzahl

368

Maße (L/B/H)

23.6/18.7/2.5 cm

Gewicht

522 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-118-30130-2

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: You Should Test That
  • Foreword xxiii

    Introduction xxv

    Chapter 1 Why You Should Test That 1

    Your Website Is Crucial to Your Business 2

    Your Website Is Underperforming 4

    All Websites Can Be Improved 4

    The Halo Effect of Underperformance 5

    Web Design for Results (Rather than Aesthetics) 9

    Why "Best Practices" Aren't Best 10

    Is There a HiPPO in the Room? 11

    The Risks and Costs of Website Redesign 12

    Your New Website Design Could Hurt Your Results 13

    Your Improvements May Be Overshadowed by Mistakes 13

    Use Evolutionary Site Redesign 15

    Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend 15

    Comparing Conversion-Rate Optimization with Paid-Search Optimization 15

    Conversion-Rate Optimization and Your Business 17

    Conversion-Rate Optimization Results by Industry 17

    Calculate the Benefit of Conversion-Rate Optimization 18

    CRO Works alongside SEO 20

    SEO and CRO Can Play Well Together 20

    How to Do CRO without Hurting Your SEO 21

    You Should Test That! 22

    Chapter 2 What is Conversion Optimization? 23

    Conversion Optimization Requires Controlled Testing 23

    The Scientific Method of Controlled Testing 24

    Selecting a Sample (Not a Free One, a Statistical One) 25

    Using a Tool Designed for Controlled Testing 26

    "Best Practices" Are Not Conversion Optimization 27

    The Before & After Method Is Not Conversion Optimization 29

    External Factors Mess with Your Data 30

    Usability Testing Is Not Conversion Optimization 33

    Surveys Are Not Conversion Optimization 37

    Click Heatmap Tracking Is Not Conversion Optimization 38

    What Is Conversion Optimization? 39

    Who Are Your Target Audiences? 39

    Target Markets and Personas 40

    Setting Goals 41

    Define Your Goals 42

    The Goals Waterfall 42

    Prioritize Your Goals 42

    Should You Optimize for Micro-Conversions? 46

    Web Analytics Goals vs. Conversion-Optimization Goals 48

    The Continuous Improvement Cycle 54

    Continuous Improvement Is Key to Success 55

    Progress from Macro to Micro 58

    Chapter 3 Prioritize Testing Opportunities 61

    Use Data to Prioritize Tests 62

    Your Web Analytics Data 62

    Your Home Page Isn't Your Front Door 62

    View Data at the Page-Template Level 63

    The PIE Prioritization Framework 66

    Prioritize Pages with High Potential for Improvement 67

    Top Exit Pages 67

    Analyze Your Conversion Funnel 70

    Gather Qualitative Data 72

    Prioritize Important Pages 82

    Pages with High Traffic Volume Are More Important 83

    Pages with Expensive Visits Are More Important 85

    Prioritize Easy Test Pages 89

    Consider Technical Implementation 89

    Consider Organizational Barriers 94

    Prioritize with a Weighting Table 94

    Reprioritize Regularly 95

    Chapter 4 Create Hypotheses with the LIFT Model 97

    Methodology Is More Valuable than Tips 98

    The Gorilla in Our Brains 100

    The LIFT Model 102

    The Value Proposition 103

    Relevance 104

    Clarity 104

    Anxiety 105

    Distraction 106

    Urgency 107

    Problems Are Opportunities! 107

    Fill the Marble Jar 107

    Create Valid Hypotheses 109

    The Hypothesis Structure 110

    Good to Great Hypotheses 111

    Tips to Get Your Testing Started 112

    Chapter 5 Optimize Your Value Proposition 113

    The Value-Proposition Equation 114

    Your Visitor's Perception Filters 115

    Tangible Features 118

    Product or Service Features 118

    Incentives and Offers 119

    Intangible Benefits 123

    Credibility 123

    Social Proof 128

    Personal Benefits vs. Business Benefits 136

    Costs 137

    The Price 137

    Delivery Cost 141

    The Incredible Power of Free 141

    Associated Costs 143

    What Is Your Value Proposition? 144

    Test Your Value Proposition 145

    Chapter 6 Optimize for Relevance 147

    Marketing Funnel Relevance 148

    Source Relevance 150

    Relevance to Ad Messages 151

    Relevance to Search Keywords 152

    Relevance to Emails 158

    Three Ways to Create Landing-Page Source Relevance 159

    Target Audience Relevance 160

    Customer Segmentation 160

    Call-to-Action Relevance 162

    Tone Relevance 163

    Navigation Relevance 167

    Competitive Relevance 174

    Chapter 7 Optimize for Clarity 177

    Information Hierarchy Clarity 178

    Website-Level Information Hierarchy 178

    Page-Level Information Hierarchy 181

    Design Clarity 182

    Eyeflow Clarity 182

    Image Clarity 186

    Color Clarity 191

    Call-to-Action Clarity 193

    Copywriting Clarity 195

    Chapter 8 Optimize for Anxiety 207

    Privacy Anxiety 208

    Usability Anxiety 215

    Form Usability 215

    Website Errors 217

    Site Speed 218

    Effort Anxiety 219

    Fulfillment Anxiety 223

    Security 224

    Fine Print 224

    Brand Reputation 225

    Delivery Promise 225

    Guarantees, Returns, and Unsubscription 226

    Turn Anxiety in Your Favor 228

    Chapter 9 Optimize for Distraction 231

    Two Distraction Points 232

    First-Impression Distraction 233

    Look through Your Prospects' Eyes 233

    Too Much Content 235

    Daunting Text 237

    Complex Graphics 238

    Large Headers 238

    Redundancy 240

    Message Distraction 244

    Too Many Messages 245

    Irrelevant Content 245

    Too Many Options 247

    Navigation Bars 248

    Image Distraction 248

    Chapter 10 Optimize for Urgency 255

    Internal Urgency 256

    Seasonality's Effect on Urgency 256

    Create Internal Urgency 262

    External Urgency 266

    The Offer's Effect on Urgency 267

    Create Offer Urgency 268

    Respond with Urgency 271

    Chapter 11 Test Your Hypotheses 273

    Set Test Goals 274

    Types of Goals 274

    Use Clickthroughs with Caution 276

    Goal Triggers 277

    The One-Goal Goal 279

    Multi-Goal Tracking 280

    Choose the Test Area 281

    Templated Pages 282

    Individual Static Test Pages 283

    Individual Pages with Dynamic Content 283

    Site-Wide Section Tests 283

    Choose the Test Type 288

    Consider Traffic Volume 288

    Multivariate Testing 288

    A/B/n Testing 290

    My Recommendation: Emphasize A/B/n Testing 291

    Alternative Path Tests 293

    Isolate for Insights 293

    How to Get Good Great Results 295

    Test Boldly 295

    Test Fewer Variations 296

    Avoid Committee Testing 296

    Win with Confidence 296

    Maintain Your Control 297

    Use Testing Expertise 297

    Chapter 12 Analyze Your Test Results 299

    Reading the Tea Leaves 300

    Monitoring Your Tests 301

    Wait for Statistical Significance 301

    Remove Under-Performers 302

    Don't Give Up Too Early 302

    Evaluating Results 303

    How Accurate Are Your Results? 303

    Multiple Goals 306

    Revenue Results 306

    Compare Isolations 310

    What to Test Next? 311

    Re-Prioritize Your Priorities 311

    Beat the Dreaded Inconclusive Test 311

    Chapter 13 Strategic Marketing Optimization 313

    Aim for Marketing Insights 314

    The Optimization Manifesto 314

    Be a Marketing Optimization Champion 315

    Index 319