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(1)

You Should

Test That!

Conversion Optimization for

More Leads, Sales and Profit

or The Art and Science of

Optimized Marketing

C h r i s G o w a r d

WILEY

(2)

Contents

Foreword

xxiii

Introduction

xxv

Chapter 1

Why You Should Test That

1

Your Website Is Crucial to Your Business

2

Your Website Is Underperforming

4

All Websites Can Be Improved 4

The Halo Effecr of Underperformance 5

Web Design for Results (Rather than Aesthetics)

9

Why "Best Practices" Aren't Best

10

Is There a HiPPO in the Room?

11

The Risks and Costs of Website Redesign

12

Your New Website Design Could Hurt Your Results 13

Your Improvements May Be Overshadowed by Mistakes 13

Use Evolutionary Site Redesign 15

Conversion-Rate Optimization Increases Revenue

without Increasing Advertising Spend

15

Comparing Conversion-Rate Optimization with

Paid-Search Optimization 15

Conversion-Rate Optimization and Your Business

17

Conversion-Rate Optimization Results by Industry 17

Calculate the Benefit of Conversion-Rate Optimization 18

CRO Works alongside SEO

20

SEO and CRO Can Play Well Together 20

How to Do CRO without Hurting Your SEO 21

You Should Test That!

22

Chapter 2

What is Conversion Optimization?

23

Conversion Optimizatior^Requires Controlled Testing

23

The Scientific Method of Controlled Testing 24

Selecting a Sample (Not a Free One, a Statistical One) 25

Using a Tool Designed for Controlled Testing 26

"Best Practices" Are Not Conversion Optimization 27

The Before & After Method Is Not Conversion Optimization 29

External Factors Mess with Your Data 30

Usability Testing Is Not Conversion Optimization 33

Surveys Are Not Conversion Optimization 37

Click Heatmap Tracking Is Not Conversion Optimization 38

What Is Conversion Optimization?

39

1

Who Are Your Target Audiences?

39

(3)

Setting Goals

41

Define Your Goals 42

The Goals Waterfall 42

Prioritize Your Goals 42

Should You Optimize for Micro-Conversions? 46

Web Analytics Goals vs. Conversion-Optimization Goals 48

The Continuous Improvement Cycle

54

Continuous Improvement Is Key to Success 55

Progress from Macro to Micro 58

Chapter 3

Prioritize Testing Opportunities

61

Use Data to Prioritize Tests

62

Your Web Analytics Data 62

Your Home Page Isn't Your Front Door 62

View Data at the Page-Template Level 63

The PIE Prioritization Framework

66

Prioritize Pages with High Potential for Improvement

67

Top Exit Pages 67

Analyze Your Conversion Funnel 70

Gather Qualitative Data 72

Prioritize Important Pages

82

Pages with High Traffic Volume Are More Important 83

Pages with Expensive Visits Are More Important 85

Prioritize Easy Test Pages

89

Consider Technical Implementation 89

Consider Organizational Barriers 94

Prioritize with a Weighting Table

94

Reprioritize Regularly

95

Chapter 4

Create Hypotheses with the LIFT Model

97

Methodology Is More Valuable than Tips

98

The Gorilla in Our Brains

100

The LIFT Model

102

The Value Proposition 103

Relevance 104

Clarity 104

Anxiety 105

Distraction 106

Urgency 107

' Problems Are Opportunities! 107

Fill the Marble Jar

107

Create Valid Hypotheses

109

( The Hypothesis Structure 110

Good to Great Hypotheses 111

(4)

Chapter 5

Optimize Your Value Proposition

113

The Value-Proposition Equation

114

Your Visitor's Perception Filters

115

Tangible Features

118

Product or Service Features 118

Incentives and Offers 119

Intangible Benefits

123

Credibility 123

Social Proof J 128

Personal Benefits vs". Business Benefits 136

Costs

137

The Price 137

Delivery Cost 141

The Incredible Power of Free 141

Associated Costs 143

What Is

Your

Value Proposition?

144

Test Your Value Proposition

'.

145

Chapter 6

Optimize for Relevance

147

Marketing Funnel Relevance

148

Source Relevance.

150

Relevance to Ad Messages 151

Relevance to Search Keywords 152

Relevance to Emails 158

Three Ways to Create Landing-Page Source Relevance 159

Target Audience Relevance

L60

Customer Segmentation 160

Call-to-Action Relevance 162

Tone Relevance 163

Navigation Relevance

167

Competitive Relevance

174

Chapter 7

Optimize for Clarity

/

177

/

Information Hierarchy Clarity

178

Website-Level Information Hierarchy . 178

Page-Level Information Hierarchy 181

Design Clarity

182

Eyeflow Clarity 182 Image Clarity 186 Color Clarity 191

Call-to-Action Clarity

193

' Copywriting Clarity

195

(5)

Chapter 8

Optimize for Anxiety

207

Privacy Anxiety

208

Usability Anxiety

215

Form Usability 215! Website Errors 217 Site Speed 218

Effort Anxiety

219

Fulfillment Anxiety

223

Security 224 Fine Print 224 Brand Reputation 225 Delivery Promise 225

Guarantees, Returns, and Urisubscription 226

Turn Anxiety in Your Favor

228

Chapter 9

Optimize for Distraction

231

Two Distraction Points

232

First-Impression Distraction

233

Look through Your Prospects' Eyes 233

Too Much Content - 235

Daunting Text 237

Complex Graphics 238

Large Headers 238

Redundancy 240

Message Distraction

244

Too Many Messages 245

Irrelevant Content _ 245

Too Many Options 247

Navigation Bars 248

Image Distraction 248

Chapter 10

Optimize for Urgency

255

Internal Urgency

256

Seasonality's Effect on Urgency 256

Create Internal Urgency 262

External Urgency

266

The Offer's Effect on Urgency 267

Create Offer Urgency 268

(6)

Chapter 11

Test Your Hypotheses

273

Set Test Goals

274

Types of Goals 274

Use Clickthroughs with Caution 276

Goal Triggers 1 277

The One-Goal Goal 279

Multi-Goal Tracking 280

Choose the Test Area

281

Templated Pages 282

Individual Static Test Pages 283

Individual Pages with Dynamic Content 283

Site-Wide Section Tests 283

Choose the Test Type

288

Consider Traffic Volume • 288

Multivariate Testing 288

A/B/n Testing 290

My Recommendation: Emphasize A/B/n Testing 291

Alternative Path Tests 293

Isolate for Insights

293

How to Get Good Great Results

295

Test Boldly , 295

Test Fewer Variations 296

Avoid Committee Testing 296

Win with Confidence 296

Maintain Your Control 297

Use Testing Expertise 297

Chapter 12

Analyze Your Test Results

299

Reading the"Tea Leaves

300

Monitoring Your Tests

301

Wait for Statistical Significance 301

Remove Under-Performers 302

Don't Give Up Too Early 302

Evaluating Results

303

How Accurate Are Your Results? 303

Multiple Goals / 306

Revenue Results , 306

Compare Isolations 3I0

What to Test Next?

311

Re-Prioritize Your Priorities 311

(7)

Chapter 13

Strategic Marketing Optimization

313

Aim for Marketing Insights

314

The Optimization Manifesto

314

Be a,Marketing Optimization Champion

315

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