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Informationen zum Autor Chris Goward is founder and CEO of WiderFunnel, the conversion optimization agency that has improved marketing results by up to 400% for such firms as eBay, Google, BabyAge.com, SAP, Electronic Arts, Iron Mountain, Expensify, Hair Club, and many more. Chris is recognized as a conversion optimization thought leader, has an influential blog (WiderFunnel.com/blog), and speaks internationally at such conferences as Search Engine Strategies, Pubcon, eMetrics, Search Marketing Expo, European Conversion Summit, IIMA, Conversion Conference, and Internet Marketing Conference. Klappentext Learn how to convert website visitors into customersPart science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work.* Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates* Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods* Helps you learn what to adjust, how to do it, and how to analyze the results* Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics* Author has used these techniques to assist Fortune 500 clientsYou Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website. Zusammenfassung Learn how to convert website visitors into customers Part science and part art, conversion optimization is designed to turn visitors into customers. Inhaltsverzeichnis Foreword xxiii Introduction xv Chapter 1 Why You Should Test That 1 Your Website Is Crucial to Your Business 2 Your Website Is Underperforming 4 All Websites Can Be Improved 4 The Halo Effect of Underperformance 5 Web Design for Results (Rather than Aesthetics) 9 Why "Best Practices" Aren't Best 10 Is There a HiPPO in the Room? 11 The Risks and Costs of Website Redesign 12 Your New Website Design Could Hurt Your Results 13 Your Improvements May Be Overshadowed by Mistakes 13 Use Evolutionary Site Redesign 15 Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend 15 Comparing Conversion-Rate Optimization with Paid-Search Optimization 15 Conversion-Rate Optimization and Your Business 17 Conversion-Rate Optimization Results by Industry 17 Calculate the Benefit of Conversion-Rate Optimization 18 CRO Works alongside SEO 20 SEO and CRO Can Play Well Together 20 How to Do CRO without Hurting Your SEO 21 You Should Test That! 22 Chapter 2 What is Conversion Optimization? 23 Conversion Optimization Requires Controlled Testing 23 The Scientific Method of Controlled Testing 24 Selecting a Sample (Not a Free One, a Statistical One) 25 Using a Tool Designed for Controlled Testing 26 "Best Practices" Are Not Conversion Optimization 27 The Before & After Method Is Not Conversion Optimization 29 External Factors Mess with Your Data 30 Usability Testing Is Not Conversion Optimization 33 Surveys Are Not Conversion Optimization 37 Click Heatmap Tracking Is Not Conversion Optimization 38 What Is Conversion Optimization? 39 Who Are Your Target Audiences? 39 Target Markets and Personas 40 Setti...
