Provides the background of issues to consider when planning a website optimization programme with Google Website Optimizer. My pick of the features:
* Lot's of case studies and example improvements to site performance to inspire you
* A great buyer behaviour framework to apply so that your site appeals to different types of behaviour
* Describes different forms of test that can be applied with the Google Website Optimizer
* Provides an outline plan of what to test with a short, 2-3 page guide on different topics like:
Tests you should check out are: * Do anything test (multiple conversion goals) * Linger tests * Multipath tests * Click tests
Ideas on what to test include: * Up-sell and cross-sell * User reviews * Presence or absence of navigation * Calls-to-action
On the downside, more details on implementation techniques for different tests such as Linger tests would be welcome although they are nicely explained in a website optimisation webinar on the Future Now Site.
If you are an online marketer you should buy this book before you start spending your money on ppc, display, affiliate, etc. Brilliantly written and straightforward. I highly recommend this book to any online marketer who want to get promoted.. ;)
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If you are a bit techie like myself, you might have asked your self (like I have), "Why should I buy a book about Web Optimizer where surly Google took the time to document their product properly?"
If you have been following Bryan, Future now (and their blog) you should know that when it comes to the bottom line, these guys know their stuff and are happy to share their knowledge and first hand insights with others.
When you dive in thought the chapters, you'll see that the book is well structured and offers a "best practices" solution to 90% of the problems that an online business might be facing in today's marketplace and financial climate.
If you have a specific challenge, open the book, go to the legend and I am positive that you shall see the solution you were looking for, it is that easy.
This is how the book pays itself in the first week we got it:
We got a query form a new prospect asking us to up lift conversion rate by 2% (gardening related e-commerce website), we said that we are happy to look at their stats and see how we can help them get there. 4K unique visitors later, we have identified what we thought could be an issue.
It was apparent that visitors are going through the checkout process funnel but for some reason, they either went back to the previous step or just left the website. Now that was interesting! Obviously, something on that step was missing since many were trying to go back to the previous step.
To keep things simple, we compared the previous step and the current step and thats what we have found:
Quantities of the product where missing. Eureka, the users could see quantities for each product in the previous step, but not in this step, thats made them go back and forth and pushed to leave the site without completing the checkout process.
Simple test plan, adding quantities and we were on our way to make more money for out clients.
We have managed to increase conversion by 23.4%, needless to say that our prospect is now our client.
This book is a must have in your online marketing arsenal.
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