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Table of Contents
(Read PDF version)
- A Few Precious Moments…
- The Three Keys to Online Marketing
- The Myth of Perfect Conversion
- What's Wrong with This Picture?
- Chapter 2 - Understanding Your Landing Page
- Landing Page Types
- What Parts of Your Site Are Mission Critical?
- Who Is Your Landing Page Designed For?
- What Is the Desired Conversion Action?
- What Is the Lifetime Value of the Conversion Action?
- Chapter 3 - Understanding Your Audience
- Empathy: The Key Ingredient
- Covering the Complete Story
- Demographics and Segmentation
- Behavioral Styles
- User-Centered Design
- The Matrix
- Chapter 4 - Understanding The Decision Process
- Overview of the Decision Process
- Awareness (Attention)
- Interest
- Desire
- Action
- Part II - What & How To Tune
- Chapter 5 - Why Your Site Is Not Perfect
- Your Baby is Ugly
- Uncovering Problems
- Welcome to Your Brain
- Usability Basics
- Chapter 6 - Selecting Elements to Tune
- How to Think About Test Elements
- Selecting Elements to Tune
- Tuning Multiple-Page Flows
- Timeless Testing Themes
- Price Testing
- Chapter 7 - The Math of Tuning
- Lies, Damn Lies, and Statistics
- You Are Here:
- Have I Found Something Better?
- How Sure Do I Need To Be?
- How Much Better Is It?
- How Long Should My Test Run?
- Variable Interactions
- Chapter 8 - Tuning Methods
- Introduction To Tuning
- Common Tuning Issues
- Overview Of Tuning Methods
- A-B Split Testing
- Multivariate Testing
- TuningEngineSM
- Part III - Getting It Done
- Chapter 9 - Getting Buy-in & Assembling Your Team
- The Usual Suspects
- The Company Politics Of Tuning
- Getting Started Strategies
- Insource or Outsource?
- Chapter 10 - Developing Your Action Plan
- Before You Begin
- Understand Your Business Objectives
- Build Support & Assemble Your Team
- Determine Your Landing Pages & Traffic Sources
- Decide What Constitutes Success
- Uncover Problems & Decide What To Test
- Select An Appropriate Tuning Method
- Implement & Conduct QA
- Collect The Data
- Analyze The Results & Verify Improvement
- Chapter 11 - Avoiding The Pitfalls
- A Final Warning
- Ignoring Your Baseline
- Collecting Enough Data
- Variable Interactions
- Seasonality
- Assuming That Testing Has No Costs
- Delayed Conversions
- Search Engine Considerations
- Inaction
- Appendix A - A Closer Look At The Google Website Optimizer
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