Step-by-step instructions for executing a website testing and optimization plan

Website optimization is can be an overwhelming endeavor due to the fact that it encompasses so many strategic and technical issues.

Inhoudsopgave:

Foreword xxi

Introduction xxiii

Chapter 1 Setting the Website Optimization Scene 1

Introduction to Website Optimization 2

The Rise of Website Optimization: The Aftermath of the Dot-com Bubble Bursting 4

The Differences between Landing Page Optimization, Conversion Rate Optimization, Website Testing, and Website Optimization 6

The Difference between Website Optimization and Search Engine Optimization (SEO ) 7

Chapter 2 Set Up and Improve Usage of Key Web Analytics and Testing Tools 9

Week 1: Learn the Importance of and Set Up an Analytics Tool 10

Week 2: Find Your Website Conversion Rate, Success Metrics, Benchmark, and Set Targets 23

Week 3: Learn the Importance of and Set Up a Website Testing Tool 31

Chapter 3 Lay the Foundations for Optimization Success 47

Week 4: Learn Key Optimization Fundamentals to Help You Succeed 48

Week 5: Understand and Create an Optimization Organization 61

Week 6: Learn Testing Best Practices to Improve Your Success 75

Chapter 4 Understand Your Visitors and Their Needs—the Keys to Website Optimization 95

Week 7: Create Personas and Use Cases for Your Main Visitor Needs 96

Week 8: Create a Unique Value Proposition and Clearly Promote It 103

Week 9: Understand Your Visitors` Intent by Visually Analyzing Them 109

Week 10: Generate Insights from Visitor Satisfaction and Feedback Tools 117

Chapter 5 Build the Foundation of a Better Converting Website 131

Week 11: Understand and Improve Your Website`s Layout 132

Week 12: Improve Page Load Speed 139

Week 13: Optimize Your Navigation Menus and Links 144

Week 14: Optimize and Learn from Your Internal Site Search 153

Chapter 6 Learn the Power of Influence and Persuasion on Visitors and Conversions 165

Week 15: Influence Your Visitors by Optimizing Your Calls-to-Action, Headlines, and Text 166

Week 16: Influence by Optimizing Your Images, Promotions, Videos, Rich Media, and Advertising 178

Week 17: Harness the Power of Social Proof, Reciprocity, and Scarcity 193

Week 18: Influence by Making Your Visitors Feel Safer and Building Trust 206

Chapter 7 Optimization Best Practices and Test Ideas for Different Page Types and Flows 219

Week 19: Focus On and Optimize Your Home Page 220

Week 20: Optimize Your Product, Service, Lead Generation, and Other Key Pages 228

Week 21: Optimize Your Shopping Cart and Checkout Flow 246

Week 22: Identify Other Key Pages and Flows for Optimization 259

Week 23: Optimize Your Website’s Mobile Experience 265

Chapter 8 Keep Them Coming Back—Optimize for Repeat Visits 275

Week 24: Focus on and Generate More Repeat Visits 276

Week 25: Optimize Your Registration or Sign-Up Pages to Get More Repeat Visits 282

Week 26: Optimize Your Email Marketing Efforts to Get More Repeat Visits 290

Chapter 9 Review and Learn from Your Results, and Keep Testing and Optimizing 301

Week 27: Review and Learn from Your Optimization Efforts So Far 302

Keep Optimizing and Testing: Your Website Is Never Perfect! 307

Appendix A Website Optimization and Testing Tools 309

Appendix B Test Idea Tracker 313

Appendix C Test Results Tracker 315

Index 317

Extra informatie: Ingenaaid: paperback,kaft slap Verschenen: mei 2012 Gewicht: 510 gram Formaat: 231 x 185 x 21 mm Wiley

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