{"product_id":"you-should-test-that-9781118301302","title":"You Should Test That","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eLearn how to convert website visitors into customers     Part science and part art, conversion optimization is designed to turn visitors into customers.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xxiii\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why You Should Test That 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Website Is Crucial to Your Business 2\u003c\/p\u003e \u003cp\u003eYour Website Is Underperforming 4\u003c\/p\u003e \u003cp\u003eAll Websites Can Be Improved 4\u003c\/p\u003e \u003cp\u003eThe Halo Effect of Underperformance 5\u003c\/p\u003e \u003cp\u003eWeb Design for Results (Rather than Aesthetics) 9\u003c\/p\u003e \u003cp\u003eWhy “Best Practices” Aren’t Best 10\u003c\/p\u003e \u003cp\u003eIs There a HiPPO in the Room? 11\u003c\/p\u003e \u003cp\u003eThe Risks and Costs of Website Redesign 12\u003c\/p\u003e \u003cp\u003eYour New Website Design Could Hurt Your Results 13\u003c\/p\u003e \u003cp\u003eYour Improvements May Be Overshadowed by Mistakes 13\u003c\/p\u003e \u003cp\u003eUse Evolutionary Site Redesign 15\u003c\/p\u003e \u003cp\u003eConversion-Rate Optimization Increases Revenue without Increasing Advertising Spend 15\u003c\/p\u003e \u003cp\u003eComparing Conversion-Rate Optimization with Paid-Search Optimization 15\u003c\/p\u003e \u003cp\u003eConversion-Rate Optimization and Your Business 17\u003c\/p\u003e \u003cp\u003eConversion-Rate Optimization Results by Industry 17\u003c\/p\u003e \u003cp\u003eCalculate the Benefit of Conversion-Rate Optimization 18\u003c\/p\u003e \u003cp\u003eCRO Works alongside SEO 20\u003c\/p\u003e \u003cp\u003eSEO and CRO Can Play Well Together 20\u003c\/p\u003e \u003cp\u003eHow to Do CRO without Hurting Your SEO 21\u003c\/p\u003e \u003cp\u003eYou Should Test That! 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 What is Conversion Optimization? 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConversion Optimization Requires Controlled Testing 23\u003c\/p\u003e \u003cp\u003eThe Scientific Method of Controlled Testing 24\u003c\/p\u003e \u003cp\u003eSelecting a Sample (Not a Free One, a Statistical One) 25\u003c\/p\u003e \u003cp\u003eUsing a Tool Designed for Controlled Testing 26\u003c\/p\u003e \u003cp\u003e“Best Practices” Are Not Conversion Optimization 27\u003c\/p\u003e \u003cp\u003eThe Before \u0026amp; After Method Is Not Conversion Optimization 29\u003c\/p\u003e \u003cp\u003eExternal Factors Mess with Your Data 30\u003c\/p\u003e \u003cp\u003eUsability Testing Is Not Conversion Optimization 33\u003c\/p\u003e \u003cp\u003eSurveys Are Not Conversion Optimization 37\u003c\/p\u003e \u003cp\u003eClick Heatmap Tracking Is Not Conversion Optimization 38\u003c\/p\u003e \u003cp\u003eWhat Is Conversion Optimization? 39\u003c\/p\u003e \u003cp\u003eWho Are Your Target Audiences? 39\u003c\/p\u003e \u003cp\u003eTarget Markets and Personas 40\u003c\/p\u003e \u003cp\u003eSetting Goals 41\u003c\/p\u003e \u003cp\u003eDefine Your Goals 42\u003c\/p\u003e \u003cp\u003eThe Goals Waterfall 42\u003c\/p\u003e \u003cp\u003ePrioritize Your Goals 42\u003c\/p\u003e \u003cp\u003eShould You Optimize for Micro-Conversions? 46\u003c\/p\u003e \u003cp\u003eWeb Analytics Goals vs Conversion-Optimization Goals 48\u003c\/p\u003e \u003cp\u003eThe Continuous Improvement Cycle 54\u003c\/p\u003e \u003cp\u003eContinuous Improvement Is Key to Success 55\u003c\/p\u003e \u003cp\u003eProgress from Macro to Micro 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Prioritize Testing Opportunities 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUse Data to Prioritize Tests 62\u003c\/p\u003e \u003cp\u003eYour Web Analytics Data 62\u003c\/p\u003e \u003cp\u003eYour Home Page Isn’t Your Front Door 62\u003c\/p\u003e \u003cp\u003eView Data at the Page-Template Level 63\u003c\/p\u003e \u003cp\u003eThe PIE Prioritization Framework 66\u003c\/p\u003e \u003cp\u003ePrioritize Pages with High Potential for Improvement 67\u003c\/p\u003e \u003cp\u003eTop Exit Pages 67\u003c\/p\u003e \u003cp\u003eAnalyze Your Conversion Funnel 70\u003c\/p\u003e \u003cp\u003eGather Qualitative Data 72\u003c\/p\u003e \u003cp\u003ePrioritize Important Pages 82\u003c\/p\u003e \u003cp\u003ePages with High Traffic Volume Are More Important 83\u003c\/p\u003e \u003cp\u003ePages with Expensive Visits Are More Important 85\u003c\/p\u003e \u003cp\u003ePrioritize Easy Test Pages 89\u003c\/p\u003e \u003cp\u003eConsider Technical Implementation 89\u003c\/p\u003e \u003cp\u003eConsider Organizational Barriers 94\u003c\/p\u003e \u003cp\u003ePrioritize with a Weighting Table 94\u003c\/p\u003e \u003cp\u003eReprioritize Regularly 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Create Hypotheses with the LIFT Model 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMethodology Is More Valuable than Tips 98\u003c\/p\u003e \u003cp\u003eThe Gorilla in Our Brains 100\u003c\/p\u003e \u003cp\u003eThe LIFT Model 102\u003c\/p\u003e \u003cp\u003eThe Value Proposition 103\u003c\/p\u003e \u003cp\u003eRelevance 104\u003c\/p\u003e \u003cp\u003eClarity 104\u003c\/p\u003e \u003cp\u003eAnxiety 105\u003c\/p\u003e \u003cp\u003eDistraction 106\u003c\/p\u003e \u003cp\u003eUrgency 107\u003c\/p\u003e \u003cp\u003eProblems Are Opportunities! 107\u003c\/p\u003e \u003cp\u003eFill the Marble Jar 107\u003c\/p\u003e \u003cp\u003eCreate Valid Hypotheses 109\u003c\/p\u003e \u003cp\u003eThe Hypothesis Structure 110\u003c\/p\u003e \u003cp\u003eGood to Great Hypotheses 111\u003c\/p\u003e \u003cp\u003eTips to Get Your Testing Started 112\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Optimize Your Value Proposition 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Value-Proposition Equation 114\u003c\/p\u003e \u003cp\u003eYour Visitor’s Perception Filters 115\u003c\/p\u003e \u003cp\u003eTangible Features 118\u003c\/p\u003e \u003cp\u003eProduct or Service Features 118\u003c\/p\u003e \u003cp\u003eIncentives and Offers 119\u003c\/p\u003e \u003cp\u003eIntangible Benefits 123\u003c\/p\u003e \u003cp\u003eCredibility 123\u003c\/p\u003e \u003cp\u003eSocial Proof 128\u003c\/p\u003e \u003cp\u003ePersonal Benefits vs Business Benefits 136\u003c\/p\u003e \u003cp\u003eCosts 137\u003c\/p\u003e \u003cp\u003eThe Price 137\u003c\/p\u003e \u003cp\u003eDelivery Cost 141\u003c\/p\u003e \u003cp\u003eThe Incredible Power of Free 141\u003c\/p\u003e \u003cp\u003eAssociated Costs 143\u003c\/p\u003e \u003cp\u003eWhat Is Your Value Proposition? 144\u003c\/p\u003e \u003cp\u003eTest Your Value Proposition 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Optimize for Relevance 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Funnel Relevance 148\u003c\/p\u003e \u003cp\u003eSource Relevance 150\u003c\/p\u003e \u003cp\u003eRelevance to Ad Messages 151\u003c\/p\u003e \u003cp\u003eRelevance to Search Keywords 152\u003c\/p\u003e \u003cp\u003eRelevance to Emails 158\u003c\/p\u003e \u003cp\u003eThree Ways to Create Landing-Page Source Relevance 159\u003c\/p\u003e \u003cp\u003eTarget Audience Relevance 160\u003c\/p\u003e \u003cp\u003eCustomer Segmentation 160\u003c\/p\u003e \u003cp\u003eCall-to-Action Relevance 162\u003c\/p\u003e \u003cp\u003eTone Relevance 163\u003c\/p\u003e \u003cp\u003eNavigation Relevance 167\u003c\/p\u003e \u003cp\u003eCompetitive Relevance 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Optimize for Clarity 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInformation Hierarchy Clarity 178\u003c\/p\u003e \u003cp\u003eWebsite-Level Information Hierarchy 178\u003c\/p\u003e \u003cp\u003ePage-Level Information Hierarchy 181\u003c\/p\u003e \u003cp\u003eDesign Clarity 182\u003c\/p\u003e \u003cp\u003eEyeflow Clarity 182\u003c\/p\u003e \u003cp\u003eImage Clarity 186\u003c\/p\u003e \u003cp\u003eColor Clarity 191\u003c\/p\u003e \u003cp\u003eCall-to-Action Clarity 193\u003c\/p\u003e \u003cp\u003eCopywriting Clarity 195\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Optimize for Anxiety 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrivacy Anxiety 208\u003c\/p\u003e \u003cp\u003eUsability Anxiety 215\u003c\/p\u003e \u003cp\u003eForm Usability 215\u003c\/p\u003e \u003cp\u003eWebsite Errors 217\u003c\/p\u003e \u003cp\u003eSite Speed 218\u003c\/p\u003e \u003cp\u003eEffort Anxiety 219\u003c\/p\u003e \u003cp\u003eFulfillment Anxiety 223\u003c\/p\u003e \u003cp\u003eSecurity 224\u003c\/p\u003e \u003cp\u003eFine Print 224\u003c\/p\u003e \u003cp\u003eBrand Reputation 225\u003c\/p\u003e \u003cp\u003eDelivery Promise 225\u003c\/p\u003e \u003cp\u003eGuarantees, Returns, and Unsubscription 226\u003c\/p\u003e \u003cp\u003eTurn Anxiety in Your Favor 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Optimize for Distraction 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo Distraction Points 232\u003c\/p\u003e \u003cp\u003eFirst-Impression Distraction 233\u003c\/p\u003e \u003cp\u003eLook through Your Prospects’ Eyes 233\u003c\/p\u003e \u003cp\u003eToo Much Content 235\u003c\/p\u003e \u003cp\u003eDaunting Text 237\u003c\/p\u003e \u003cp\u003eComplex Graphics 238\u003c\/p\u003e \u003cp\u003eLarge Headers 238\u003c\/p\u003e \u003cp\u003eRedundancy 240\u003c\/p\u003e \u003cp\u003eMessage Distraction 244\u003c\/p\u003e \u003cp\u003eToo Many Messages 245\u003c\/p\u003e \u003cp\u003eIrrelevant Content 245\u003c\/p\u003e \u003cp\u003eToo Many Options 247\u003c\/p\u003e \u003cp\u003eNavigation Bars 248\u003c\/p\u003e \u003cp\u003eImage Distraction 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Optimize for Urgency 255\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInternal Urgency 256\u003c\/p\u003e \u003cp\u003eSeasonality’s Effect on Urgency 256\u003c\/p\u003e \u003cp\u003eCreate Internal Urgency 262\u003c\/p\u003e \u003cp\u003eExternal Urgency 266\u003c\/p\u003e \u003cp\u003eThe Offer’s Effect on Urgency 267\u003c\/p\u003e \u003cp\u003eCreate Offer Urgency 268\u003c\/p\u003e \u003cp\u003eRespond with Urgency 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Test Your Hypotheses 273\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSet Test Goals 274\u003c\/p\u003e \u003cp\u003eTypes of Goals 274\u003c\/p\u003e \u003cp\u003eUse Clickthroughs with Caution 276\u003c\/p\u003e \u003cp\u003eGoal Triggers 277\u003c\/p\u003e \u003cp\u003eThe One-Goal Goal 279\u003c\/p\u003e \u003cp\u003eMulti-Goal Tracking 280\u003c\/p\u003e \u003cp\u003eChoose the Test Area 281\u003c\/p\u003e \u003cp\u003eTemplated Pages 282\u003c\/p\u003e \u003cp\u003eIndividual Static Test Pages 283\u003c\/p\u003e \u003cp\u003eIndividual Pages with Dynamic Content 283\u003c\/p\u003e \u003cp\u003eSite-Wide Section Tests 283\u003c\/p\u003e \u003cp\u003eChoose the Test Type 288\u003c\/p\u003e \u003cp\u003eConsider Traffic Volume 288\u003c\/p\u003e \u003cp\u003eMultivariate Testing 288\u003c\/p\u003e \u003cp\u003eA\/B\/n Testing 290\u003c\/p\u003e \u003cp\u003eMy Recommendation: Emphasize A\/B\/n Testing 291\u003c\/p\u003e \u003cp\u003eAlternative Path Tests 293\u003c\/p\u003e \u003cp\u003eIsolate for Insights 293\u003c\/p\u003e \u003cp\u003eHow to Get Good Great Results 295\u003c\/p\u003e \u003cp\u003eTest Boldly 295\u003c\/p\u003e \u003cp\u003eTest Fewer Variations 296\u003c\/p\u003e \u003cp\u003eAvoid Committee Testing 296\u003c\/p\u003e \u003cp\u003eWin with Confidence 296\u003c\/p\u003e \u003cp\u003eMaintain Your Control 297\u003c\/p\u003e \u003cp\u003eUse Testing Expertise 297\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Analyze Your Test Results 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReading the Tea Leaves 300\u003c\/p\u003e \u003cp\u003eMonitoring Your Tests 301\u003c\/p\u003e \u003cp\u003eWait for Statistical Significance 301\u003c\/p\u003e \u003cp\u003eRemove Under-Performers 302\u003c\/p\u003e \u003cp\u003eDon’t Give Up Too Early 302\u003c\/p\u003e \u003cp\u003eEvaluating Results 303\u003c\/p\u003e \u003cp\u003eHow Accurate Are Your Results? 303\u003c\/p\u003e \u003cp\u003eMultiple Goals 306\u003c\/p\u003e \u003cp\u003eRevenue Results 306\u003c\/p\u003e \u003cp\u003eCompare Isolations 310\u003c\/p\u003e \u003cp\u003eWhat to Test Next? 311\u003c\/p\u003e \u003cp\u003eRe-Prioritize Your Priorities 311\u003c\/p\u003e \u003cp\u003eBeat the Dreaded Inconclusive Test 311\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Strategic Marketing Optimization 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAim for Marketing Insights 314\u003c\/p\u003e \u003cp\u003eThe Optimization Manifesto 314\u003c\/p\u003e \u003cp\u003eBe a Marketing Optimization Champion 315\u003c\/p\u003e \u003cp\u003eIndex 319\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default 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