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

eBook Details:

• Paperback: 360 pages
• Publisher: WOW! eBook; 1st edition (January 14, 2013)
• Language: English
• ISBN-10: 1118301307
• ISBN-13: 978-1118301302

eBook Description:

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

• 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

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. You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing explains both the “why” and the “how” of conversion optimization, helping you maximize the value of your website.

• 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: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing explains both the “why” and the “how” of conversion optimization, helping you maximize the value of your website.

From the Back Cover

Join the Scientific Marketing Revolution

Conversion optimization has become the go-to strategy for marketers to increase demand and profit from their websites. You Should Test That! provides the strategy, methods, and frameworks that have lifted conversion rates by up to 400% for organizations such as Shutterfly, Google, Salesforce, Electronic Arts, Iron Mountain, SAP, and many other fast-growth companies and startups.

You’ll learn fresh tactics, previously hidden marketing insights, and proven processes that deliver unbeatable competitive advantage. Use what you learn in this book to turn your online marketing channels into high-performance conversion funnels.

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

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

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.

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