Introduction. Part I: Background. Chapter 1: Setting the Stage. Chapter 2: Understanding Your Landing Pages. Chapter 3: Understanding Your Audience. Chapter 4: Understanding The Decision Process. Part II: What and How to Tune. Chapter 5: Why Your Site Is Not Perfect. Chapter 6: Selecting Elements to Tune. Chapter 7: The Math of Tuning. Chapter 8: Tuning Methods. Part III: Getting It Done. Chapter 9: Assembling the Team and Getting Buy–in. Chapter 10: Developing Your Action Plan. Chapter 11: Avoiding the Pitfalls. Appendix A: A Closer Look at the Google Website Optimizer. Glossary. Index.