Features
- Cover Type: Paperback with 336 pages
- Published by: Sybex August 11, 2008
- Written in: English
- ISBN 10 Number: 0470290633
- ISBN 13 Number: 978-0470290637
-
Book Dimensions:
9.1 x 7.4 x 0.8 inches
- Weighs: 4 pounds
Product Description
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.
Back Cover Copy
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 parameters
- Determine how well your site calls visitors to take action and learn how to make improvements
- Discover the best approach for selecting and categorizing products
- Optimize your landing pages and revise your content with copy that sells
- Understand exactly which test works best for a given purpose
- Learn what you need to bring to the testing experience to reap the fullest benefits
- Learn how to design impactful tests in sales, lead generation, B2B, and B2C situations
- Get 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 of
Meatball 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." --
—Jim S
terne, Founder, Emetrics Summit
"
Always Be Testing is 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.
"With
Always 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 of
Duct Tape Marketing "
Always Be Testing is 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 of
Web 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."--
—D
anny S
ullivan, Editor-In-Chief, SearchEngineLand.com
"
Always Be Testing is 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 of
Landing 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 of
Search Engine Marketing, Inc., and Author of
Do It Wrong Quickly: How the Web Changes the Old Marketing Rules
Reader ReviewsWhen I first saw that this book was coming to light I had mixed feelings. On one hand, I was hunger for more testing knowledge, both theoretical and practical. On the other hand, I am always apprehensive when books talk about tools. However, the book impressed me as a comprehensive guide to Online Testing. And when I read the following (p.18), I was sure the book is what the market needs: "The important thing to keep in mind is that the Google Website Optimizer is a tool. (...)It cannot do your thinking for you. It cannot plan your tests. It cannot produce the creative. It cannot interpret your results beyond demonstrating numerical significance and confidence. These things are up to you. If you want the tests you run on the Google Website Optimizer to be meaningful and to provide the intelligence you need to make well informed marketing decisions, then this is the book you need." The authors cover very thoroughly the Why, the What, and the How of Online Testing. All you need to know from the value of testing to how should you get started. The examples are very enriching and illustrate the power of testing and the bottom line: Testing = $$$. Part I covers the Why; the authors delve on the power of testing and provide some amazing examples of it (including a masterpiece on Amazon's testing efforts). In addition they walk us through the Google Website Optimizer and provide powerful tips on the tool. Part II covers the What and the How; the chapters are structured in a very actionable way: "Questions to ask", "Exercises", "What to test", and "Apply this to your site". As you read you can implement the tips instantly. A few examples of what to test are: usability, look & feel, searchability, product presentation, up-sell/cross-sell...... Part III covers some technical aspects of testing. The authors provide interesting information about Google website Optimizer scripts, statistical tests, and other special issues. *The book is well structured, insightful and action oriented: exactly as online marketing should be! I warmly recommend it.*
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