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Always be testing : the complete guide to Google website optimizer

Author: Bryan Eisenberg; John Quarto-vonTivadar; Lisa T Davis
Publisher: Indianapolis, Ind. : Wiley Publishing, ©2008.
Series: Serious skills.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Stop guessing, start testing, and enjoy greater success with your website. If you're looking for more leads, sales, and profit from your website, then look no further than this expert guide to  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Bryan Eisenberg; John Quarto-vonTivadar; Lisa T Davis
ISBN: 9780470290637 0470290633
OCLC Number: 209804545
Description: xxxii, 302 pages : illustrations ; 24 cm.
Contents: Foreword. Introduction. PART I: A MARKETER'S VIEW OF TESTING: THE POWER OF OPTIMIZATION. Chapter 1: Always Be Testing? Chapter 2: Playing with Website Optimizer. Chapter 3: Understanding Website Optimizer's Report. Chapter 4: Optimization Works: Examples for Lead Generation and Retail. Chapter 5: The Optimization Life Cycle. Chapter 6: Always Be Testing in Action: Acceller Case Study. Chapter 7: Simple Testing Concepts. Chapter 8: Developing a Testing Framework. Chapter 9: Establishing Testing Goals and Parameters. Chapter 10: Jigsaw Case Study. PART II: WHAT YOU SHOULD TEST. Chapter 11: Understanding What to Test. Chapter 12: WIIFM: What's in It for Me? Chapter 13: Unique Value Proposition/Campaign Proposition. Chapter 14: The Buying Decision. Chapter 15: Categorization. Chapter 16: Usability. Chapter 17: Look and Feel. Chapter 18: Searchability. Chapter 19: Layout, Visual Clarity, and Eye Tracking. Chapter 20: Purchasing. Chapter 21: Tools. Chapter 22: Error Prevention. Chapter 23: Browser Compatibility. Chapter 24: Product Presentation. Chapter 25: Load Time. Chapter 26: AIDAS: Attention, Interest, Desire, Action, and Satisfaction. Chapter 27: Security/Privacy. Chapter 28: Trust and Credibility. Chapter 29: Product Selection/Categorization/Search Results. Chapter 30: Navigation/Use of Links. Chapter 31: Up-Sell/Cross-Sell. Chapter 32: Calls to Action. Chapter 33: Point-of-Action Assurances. Chapter 34: Persuasive Copywriting. Chapter 35: Content. Chapter 36: Headlines. Chapter 37: Readability. Chapter 38: Use of Color and Images. Chapter 39: Terminology/Jargon. Chapter 40: "We We": Customer-Focused Language. Chapter 41: Using Reviews. PART III: DIVING DEEP FOR THE TECHNICALLY CHALLENGED. Chapter 42: Mathematics, Misperceptions, and Misinformation. Chapter 43: How Website Optimizer's Scripts Work. Chapter 44: Using Website Optimizer on Static and Dynamic Sites. Chapter 45: Tracking Key Events and Other Advanced Topics. Chapter 46: Website Optimizer's Plug-in for WordPress. Appendix: Useful Resources. Index.
Series Title: Serious skills.
Responsibility: Bryan Eisenberg, John Quarto-vonTivadar, Lisa T. Davis.
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