Always be testing: the complete guide to Google website optimizer

INDICE: Part I. 1. Always Be Testing? 2. Playing with the Google Website Optimizer. 3. Understanding the Google Website Optimizer Report. 4. OptimizationWorks: Examples for Lead Generation and Retail. 5. The Optimization Lifecycle. 6. Always Be Testing in Action: Acceller Case Study. 7. Simple Testing Concepts. 8. Developing a Testing Framework. 9. Establishing Testing Goals and Parameters. 10. Jigsaw Case Study. Part II. What You Should Test. 11. Understanding What to Test. Part II B. Planning. 12. WIIFM: What's in it for me? 13. Unique Value Proposition/Campaign Proposition. 14. The Buying Decision. 15. Categorization. Part II C. Structure. 16. Usability. 17. Look and Feel. 18. Searchability. 19. Layout, Visual Clarity, and Eye Tracking. 20. Purchasing. 21. Tools.22. Error Prevention. 23. Browser Compatibility. Part II D. Momentum. 24. Product Presentation. 25. Load Time. 26. AIDAS (Scent). 26. Trust and Credibility. 28. Navigation / User of Links. 29. Product Selection / Categorization. 30. Up-sell / Cross-sell. 31. Calls to Action / forms. 32. Point of Action (see buying process). 33. Security and Privacy. Part II E. Communication. 34. Persuasive Copywriting. 35. Content (blogging, publishing). 36. Headlines. 37. Readability. 38. Use of Color and Images. 39. Terminology / Jargon. 40. ‘We-We’ Test(Customer-Focused Language). 41. Features like reviews. Part II F Conclusion.Part III. 42. Understanding Basic Math. 43. Understanding How the GWO ScriptsWork. 44. Testing on Static versus Dynamic Sites. 45. Testing for Key User Events.

• ISBN: 978-0-470-29063-7
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 300
• Fecha Publicación: 01/08/2008
• Nº Volúmenes: 1
• Idioma: Inglés