Always Be Testing: The Complete Guide to Google Website Optimizer
Bryan Eisenberg, John Quarto-vonTivadar, Brett Crosby (Foreword by)
with Lisa T. Davis
ISBN: 978-0-470-29063-7
Paperback
336 pages
August 2008
Written by an internet marketing expert and Google Website Optimizer Authorized Consultant, this book will help users of all levels understand what to test, how to test, how to use Google Website Optimizer to do so–and ultimately, how to improve conversion rates. It can be used as a reference for successfully using the Google Website Optimizer to conduct tests and improve conversion rates, and it also discusses the important theory behind testing so that readers not only understand the clicks reports, but they also understand the “why” of the clicks and the data behind the reports.
The book begins with explanations of A/B and multivariate testing, then discusses how to set up tests and explains what you should glean from them. The book then explores testing frameworks, parameters, and goals. The book then discusses how to optimize simple landing pages and explains the elements of a great one. It then looks at crucial page components, like headlines, forms, copy, images and hyperlinks and they work together to influence momentum. The book then shows how to test less obvious elements, like navigation, shopping carts, product pages, category pages, and more. Chock full of real-world case studies, the book is sure to help anyone interested in using Google Website Optimizer to test, analyze those results, and take action to improve conversions and profits.
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