Polyteknisk Boghandel

The easy-to-understand, in-depth information in "Always Be Testing: The Complete Guide to Google Web Optimizer" will help you understand how to set up website optimization tests and improve your conversion rates. Learn the theory behind the testing, understand Google Web Optimizer click reports, discover the "why" of clicks, and decipher the valuable data. By the time you finish reading this book, no matter what your skill level, you will have learned how to set up tests and improve crucial page components with the help of real-world case studies and examples.

Part I.
1. Always Be Testing?2. Playing with the Google Website Optimizer.
3. Understanding the Google Website Optimizer Report.
4. Optimization Works: Examples for Lead Generation and Retail.
5. The Optimization Lifecycle.
6. Always Be Testing in Action: Acceller Case Study.
7. Simple Testing Concepts.
8. Developing a Testing Framework.
9. Establishing Testing Goals and Parameters.
10. Jigsaw Case Study.

Part II. What You Should Test.
11. Understanding What to Test.

Part II B. Planning.
12. WIIFM: What's in it for me?13. Unique Value Proposition/Campaign Proposition.
14. The Buying Decision.
15. Categorization.

Part II C. Structure.
16. Usability.
17. Look and Feel.
18. Searchability.
19. Layout, Visual Clarity, and Eye Tracking.
20. Purchasing.
21. Tools.
22. Error Prevention.
23. Browser Compatibility.

Part II D. Momentum.
24. Product Presentation.
25. Load Time.
26. AIDAS (Scent).
26. Trust & Credibility.
28. Navigation / User of Links.
29. Product Selection / Categorization.
30. Up-sell / Cross-sell.
31. Calls to Action / forms.
32. Point of Action (see buying process).
33. Security & Privacy.

Part II E. Communication.
34. Persuasive Copywriting.
35. Content (blogging, publishing).
36. Headlines.
37. Readability.
38. Use of Color and Images.
39. Terminology / Jargon.
40. "We-We" Test (Customer-Focused Language).
41. Features like reviews.

Part II F Conclusion.

Part III.
42. Understanding Basic Math.
43. Understanding How the GWO Scripts Work.
44. Testing on Static versus Dynamic Sites.
45. Testing for Key User Events.