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Always Be Testing: The Complete Guide To Google Website OptimizerGoogle网站优化工具大全

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Always Be Testing: The Complete Guide To Google Website OptimizerGoogle网站优化工具大全

最 低 价：￥228.60

定 价：￥254.00

作 者：BryanEisenberg, JohnQuarto-vonTivadar　著 著

出 版 社：

出版时间：2008-8-1

I S B N：9780470290637

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    内容简介
    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 Google’s free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and New York Times bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-vonTivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site. This practical and easy-to-follow reference will help you:
    　　Develop a testing framework to meet your goals and objectives
    　　Improve your website and move more of your customers to action
    　　Select and categorize your products and services with a customer-centric view
    　　Optimize your landing pages and create copy that sells
    　　Choose the best test for a given application
    　　Reap the fullest benefits from your testing experience
    　　Increase conversions with over 250 testing ideas
    　　Save $25 on Google AdWords with coupon included in the book
    　　Take the guesswork out of your online marketing efforts. Let Always Be Testing: The Complete Guide to Google Website Optimizer show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line.
    　　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.
    　　作者简介：
    　　Bryan Eisenberg is the cofounder of FutureNow, Inc., an interactive marketing optimization firm and Google Website Optimizer Authorized consultancy. He is a coauthor of the New York Times bestselling books Call to Action and Waiting for Your Cat to Bark? He is a sought-after speaker at major business conferences worldwide, having keynoted events for Search Engine Strategies, Shop.org, DMA, MarketingSherpa, E-consultancy, and the Canadian Marketing Association.
    　　John Quarto-vonTivadar, having worked on NASA’s Hubble telescope (the working parts), is chief scientist at FutureNow, Inc., and coinventor of Persuasion Architecture.

    作者简介

    目录
    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　Ⅰ
    　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　
    　hapter 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　

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