If you want more leads, sales, and profits from your website, thenyou need to test, test, test. Google Website Optimizer is all abouttesting, and this book shows you how to use that free tool todiscover what is best for your site and your bottom line.Recognized online marketing guru Bryan Eisenberg and his chiefscientist John Quarto-vonTivadar explain how to test and get moreof your visitors to take the actions you want them to take: contactyou, buy something, subscribe, or otherwise engage with your site.
- Learn to develop a testing framework and establish goals andparameters
- Determine how well your site calls visitors to take action andlearn how to make improvements
- Discover the best approach for selecting and categorizingproducts
- Optimize your landing pages and revise your content with copythat sells
- Understand exactly which test works best for a givenpurpose
- Learn what you need to bring to the testing experience to reapthe fullest benefits
- Learn how to design impactful tests in sales, lead generation,B2B, and B2C situations
- Get over 250 testing ideas based on all the factors thatcontribute to a site’s ability to convert onlinevisitors
"I can tell you two things. The first thing is: Testing works.If you’re not doing it well, you’re missing out. Thesecond? Bryan Eisenberg knows what he’s talking about. Timeto get started, time to start testing."
—Seth Godin, Author of Meatball Sundae
"Bryan and John have combined years of experience inpersuasive marketing with their deep knowledge of GoogleWebsite Optimizer to deliver actionable insights that will makerock stars out of any marketing team."
—Tom Leung, Senior Business Product Manager, GoogleWebsite Optimizer
"Bryan Eisenberg delivers the What, Why, and How of closingsignificantly more online sales."
—Jim Sterne, Founder, Emetrics Summit
"Always Be Testing is by far the most definitive work onthe subject of website testing and optimization everwritten."
—Eric Petersen, Chief Executive Officer and PrincipalConsultant, Web Analytics Demystified, Inc.
"With Always Be Testing, the job of testing yourmarketing is laid out in a practical fashion that anyone can graspand do in a way that will practically guarantee your conversionsuccess and blow away your competition."
—John Jantsch, Author of Duct TapeMarketing
"Always Be Testing is the essential handbook that getsyou testing and keeps you testing. In this game, the differencebetween Winners and Losers is that Winners take the time tofigure out which of their ideas stink. Losers don’t. Thisbook is for everyone who wants to be a Winner!"
—Avinash Kaushik, Author of Web Analytics: An Houra Day
"Bryan Eisenberg and John Quarto-vonTivadar take you through notjust how to use Google’s free conversion testing tool, butcontinually provide both philosophical reasons and practicaltips about why businesses need to test."
—Danny Sullivan, Editor-In-Chief,SearchEngineLand.com
"Always Be Testing is a very readable and practical guideto landing page testing from an experienced master practitioner.Pick up a copy before your competitors do!"
—Tim Ash, Author of Landing Page Optimization: TheDefinitive Guide to Testing and Tuning for Conversions
"Put this book down now, or you just might double your revenueand give your customers the website they’ve alwayswanted."
—Mike Moran, Coauthor of Search Engine Marketing,Inc., and Author of Do It Wrong Quickly: How the Web Changesthe Old Marketing Rules