Always Be Testing: The Complete Guide to Google Website Optimizer
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.Learn to develop a testing framework and establish goals and parametersDetermine how well your site calls visitors to take action and learn how to make improvementsDiscover the best approach for selecting and categorizing productsOptimize your landing pages and revise your content with copy that sellsUnderstand exactly which test works best for a given purposeLearn what you need to bring to the testing experience to reap the fullest benefitsLearn how to design impactful tests in sales, lead generation, B2B, and B2C situationsGet over 250 testing ideas based on all the factors that contribute to a site’s ability to convert online visitors"I can tell you two things. The first thing is: Testing works. If you’re not doing it well, you’re missing out. The second? Bryan Eisenberg knows what he’s talking about. Time to get started, time to start testing."—Seth Godin,Author ofMeatball Sundae"Bryan and John have combined years of experience in persua­sive marketing with their deep knowledge of Google Website Optimizer to deliver actionable insights that will make rock stars out of any marketing team."—Tom Leung,Senior Business Product Manager, Google Website Optimizer"Bryan Eisenberg delivers the What, Why, and How of closing significantly more online sales."—JimSterne,Founder, Emetrics Summit"Always Be Testingis by far the most definitive work on the subject of website testing and optimization ever written."—Eric Petersen,Chief Executive Officer and Principal Consultant, Web Analytics Demystified, Inc."WithAlways Be Testing, the job of testing your marketing is laid out in a practical fashion that anyone can grasp and do in a way that will practically guarantee your conversion success and blow away your competition."—John Jantsch,Author ofDuct Tape Marketing"Always Be Testingis the essential handbook that gets you testing and keeps you testing. In this game, the difference between Winners and Losers is that Win­ners take the time to figure out which of their ideas stink. Losers don’t. This book is for everyone who wants to be a Winner!"—Avinash Kaushik,Author ofWeb Analytics: An Hour a Day"Bryan Eisenberg and John Quarto-vonTivadar take you through not just how to use Google’s free conversion testing tool, but continually provide both philosophical reasons and practi­cal tips about why businesses need to test."—DannySullivan,Editor-In-Chief, SearchEngineLand.com"Always Be Testingis a very readable and practical guide to landing page testing from an experienced master practitioner. Pick up a copy before your competitors do!"—Tim Ash,Author ofLanding Page Optimization: The Definitive Guide to Testing and Tuning for Conversions"Put this book down now, or you just might double your revenue and give your customers the website they’ve always wanted."—Mike Moran,Coauthor ofSearch Engine Marketing, Inc., and Author ofDo It Wrong Quickly: How the Web Changes the Old Marketing Rules