You should test that! conversion optimization for more leads, sales and profit or the art and science of optimized marketing
Learn how to convert website visitors into customers Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, cr...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Indianapolis, Ind. :
John Wiley and Sons
2013.
Indianapolis, Indiana : 2013. |
| Edición: | 1st edition |
| Colección: | Gale eBooks
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628581506719 |
Tabla de Contenidos:
- You Should Test That!; Foreword: Be Super Awesome; Introduction; Chapter 1: Why You Should; Your Website Is Crucial to Your Business; Your Website Is Underperforming; Web Design for Results (Rather than Aesthetics); Why "Best Practices" Aren't Best; Is There a HiPPO in the Room?; The Risks and Costs of Website Redesign; Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend; Conversion-Rate Optimization and Your Business; CRO Works alongside SEO; You Should Test That!; Chapter 2: What Is Conversion Optimization?; Conversion Optimization Requires Controlled Testing
- What Is Conversion Optimization?Who Are Your Target Audiences?; Setting Goals; The Continuous Improvement Cycle; Chapter 3: Prioritize Testing Opportunities; Use Data to Prioritize Tests; The PIE Prioritization Framework; Prioritize Pages with High Potential for Improvement; Prioritize Important Pages; Prioritize Easy Test Pages; Prioritize with a Weighting Table; Reprioritize Regularly; Chapter 4: Create Hypotheses with the LIFT Model; Methodology Is More Valuable than Tips; The Gorilla in Our Brains; The LIFT Model; Fill the Marble Jar; Create Valid Hypotheses
- Tips to Get Your Testing StartedChapter 5: Optimize Your Value Proposition; The Value-Proposition Equation; Your Visitor's Perception Filters; Tangible Features; Intangible Benefits; Costs; What Is Your Value Proposition?; Test Your Value Proposition; Chapter 6: Optimize for Relevance; Marketing Funnel Relevance; Source Relevance; Target Audience Relevance; Navigation Relevance; Competitive Relevance; Chapter 7: Optimize for Clarity; Information Hierarchy Clarity; Design Clarity; Call-to-Action Clarity; Copywriting Clarity; Chapter 8: Optimize for Anxiety; Privacy Anxiety; Usability Anxiety
- Effort AnxietyFulfillment Anxiety; Turn Anxiety in Your Favor; Chapter 9: Optimize for Distraction; Two Distraction Points; First-Impression Distraction; Message Distraction; Chapter 10: Optimize for Urgency; Internal Urgency; External Urgency; Respond with Urgency; Chapter 11: Test Your Hypotheses; Set Test Goals; Choose the Test Area; Choose the Test Type; Isolate for Insights; How to Get Good Great Results; Chapter 12: Analyze Your Test Results; Reading the Tea Leaves; Monitoring Your Tests; Evaluating Results; What to Test Next?; Chapter 13: Strategic Marketing Optimization
- Aim for Marketing InsightsThe Optimization Manifesto; Be a Marketing-Optimization Champion; Index; Insert: The Color of Conversion; Heatmaps; Clarity and Distraction; Challengers and Champions
