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

Book Description

Learn how to convert website visitors into customers

Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work.

  • Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates

  • Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods

  • Helps you learn what to adjust, how to do it, and how to analyze the results

  • Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics

  • Author has used these techniques to assist Fortune 500 clients

You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website.

Table of Contents

  1. Cover
  2. Frontmatter
    1. Acknowledgments
  3. Introduction
    1. Foreword: Be Super Awesome
    2. Introduction
    3. Who Should Read This Book
    4. What’s Inside
  4. Chapter 1: Why You Should Test That
    1. Your Website Is Crucial to Your Business
    2. Your Website Is Underperforming
    3. Web Design for Results (Rather than Aesthetics)
    4. Why “Best Practices” Aren’t Best
    5. Is There a HiPPO in the Room?
    6. The Risks and Costs of Website Redesign
    7. Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend
    8. Conversion-Rate Optimization and Your Business
    9. CRO Works alongside SEO
  5. Chapter 2: What Is Conversion Optimization?
    1. Conversion Optimization Requires Controlled Testing
    2. What Is Conversion Optimization?
    3. Who Are Your Target Audiences?
    4. Setting Goals
  6. Chapter 3: Prioritize Testing Opportunities
    1. Use Data to Prioritize Tests
    2. The PIE Prioritization Framework
    3. Prioritize Pages with High Potential for Improvement
    4. Prioritize Important Pages
    5. Prioritize Easy Test Pages
    6. Prioritize with a Weighting Table
  7. Chapter 4: Create Hypotheses with the LIFT Model
    1. Methodology Is More Valuable than Tips
    2. The Gorilla in Our Brains
    3. The LIFT Model
    4. Fill the Marble Jar
    5. Create Valid Hypotheses
  8. Chapter 5: Optimize Your Value Proposition
    1. The Value-Proposition Equation
    2. Your Visitor’s Perception Filters
    3. Tangible Features
    4. Intangible Benefits
    5. Costs
    6. What Is Your Value Proposition?
  9. Chapter 6: Optimize for Relevance
    1. Marketing Funnel Relevance
    2. Source Relevance
    3. Target Audience Relevance
    4. Navigation Relevance
  10. Chapter 7: Optimize for Clarity
    1. Information Hierarchy Clarity
    2. Design Clarity
    3. Call-to-Action Clarity
  11. Chapter 8: Optimize for Anxiety
    1. Privacy Anxiety
    2. Usability Anxiety
    3. Effort Anxiety
    4. Fulfillment Anxiety
  12. Chapter 9: Optimize for Distraction
    1. Two Distraction Points
    2. First-Impression Distraction
  13. Chapter 10: Optimize for Urgency
    1. Internal Urgency
    2. External Urgency
  14. Chapter 11: Test Your Hypotheses
    1. Set Test Goals
    2. Choose the Test Area
    3. Choose the Test Type
    4. Isolate for Insights
  15. Chapter 12: Analyze Your Test Results
    1. Reading the Tea Leaves
    2. Monitoring Your Tests
    3. Evaluating Results
  16. Chapter 13: Strategic Marketing Optimization
    1. Aim for Marketing Insights
    2. The Optimization Manifesto
  17. Index
  18. The Color of Conversion
    1. Heatmaps
    2. Clarity and Distraction