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Always Be Testing: The Complete Guide to Google Website Optimizer
 
 
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Always Be Testing: The Complete Guide to Google Website Optimizer [Kindle Edition]

Bryan Eisenberg (Autor), John Quarto-vonTivadar (Autor), Brett Crosby (Vorwort), Lisa T. Davis (Mitarbeiter)
Digitaler Listenpreis: EUR 24,72 Was ist das?
Kindle-Preis: EUR 17,30 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Produktbeschreibungen

Kurzbeschreibung

Stop guessing, start testing, and enjoy greater success with your website.

If you’re looking for more leads, sales, and profit from your website, then look no further than this expert guide to Google’s free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and New York Times bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-vonTivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site. This practical and easy-to-follow reference will help you:

  • Develop a testing framework to meet your goals and objectives
  • Improve your website and move more of your customers to action
  • Select and categorize your products and services with a customer-centric view
  • Optimize your landing pages and create copy that sells
  • Choose the best test for a given application
  • Reap the fullest benefits from your testing experience
  • Increase conversions with over 250 testing ideas
  • Save $25 on Google AdWords with coupon included in the book

Take the guesswork out of your online marketing efforts. Let Always Be Testing: The Complete Guide to Google Website Optimizer show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line.

Synopsis

Stop guessing, start testing, and enjoy greater success with your website. If you're looking for more leads, sales, and profit from your website, then look no further than this expert guide to Google's free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and "New York Times" bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-von Tivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site.This practical and easy-to-follow reference will help you: develop a testing framework to meet your goals and objectives; improve your website and move more of your customers to action; select and categorize your products and services with a customer-centric view; optimize your landing pages and create copy that sells; choose the best test for a given application; reap the fullest benefits from your testing experience; increase conversions with over 250 testing ideas; and save $25 on Google AdWords with coupon included in the book. Take the guesswork out of your online marketing efforts.

Let "Always Be Testing: The Complete Guide to Google Website Optimizer" show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line.

Alle Produktbeschreibungen

Produktinformation

  • Format: Kindle Edition
  • Dateigröße: 4205 KB
  • Seitenzahl der Print-Ausgabe: 338 Seiten
  • ISBN-Quelle für Seitenzahl: 0470290633
  • Verlag: Sybex; Auflage: 1 (28. April 2009)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B0032UPUTG
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • Amazon Bestseller-Rang: #110.096 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?

Mehr über die Autoren

Entdecken Sie Bücher, lesen Sie über Autoren und mehr
Bryan Eisenberg
Bryan Eisenberg
John Quarto-von Tividar
John Quarto-von Tividar

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Amazon.com:  20 Rezensionen
28 von 30 Kunden fanden die folgende Rezension hilfreich
An exceptionally good piece of creative/practical work about Online Testing 3. August 2008
Von Daniel Waisberg - Veröffentlicht auf Amazon.com
Format:Taschenbuch
When I first saw that this book was coming to light I had mixed feelings. On one hand, I was hunger for more testing knowledge, both theoretical and practical. On the other hand, I am always apprehensive when books talk about tools. However, the book impressed me as a comprehensive guide to Online Testing. And when I read the following (p.18), I was sure the book is what the market needs:

"The important thing to keep in mind is that the Google Website Optimizer is a tool. (...)It cannot do your thinking for you. It cannot plan your tests. It cannot produce the creative. It cannot interpret your results beyond demonstrating numerical significance and confidence. These things are up to you. If you want the tests you run on the Google Website Optimizer to be meaningful and to provide the intelligence you need to make well informed marketing decisions, then this is the book you need."

The authors cover very thoroughly the Why, the What, and the How of Online Testing. All you need to know from the value of testing to how should you get started. The examples are very enriching and illustrate the power of testing and the bottom line: Testing = $$$.

Part I covers the Why; the authors delve on the power of testing and provide some amazing examples of it (including a masterpiece on Amazon's testing efforts). In addition they walk us through the Google Website Optimizer and provide powerful tips on the tool.

Part II covers the What and the How; the chapters are structured in a very actionable way: "Questions to ask", "Exercises", "What to test", and "Apply this to your site". As you read you can implement the tips instantly. A few examples of what to test are: usability, look & feel, searchability, product presentation, up-sell/cross-sell......

Part III covers some technical aspects of testing. The authors provide interesting information about Google website Optimizer scripts, statistical tests, and other special issues.

*The book is well structured, insightful and action oriented: exactly as online marketing should be! I warmly recommend it.*
13 von 13 Kunden fanden die folgende Rezension hilfreich
Modern Day Scientific Advertising - a Contemporary Classic For Today's Marketer 7. September 2008
Von Susanna Hutcheson - Veröffentlicht auf Amazon.com
Format:Taschenbuch
As someone who has spent some four decades in direct response advertising, I know the value of testing. Like all successful ad people and many successful marketers, I have read and re-read the classic, "Scientific Advertising" by the great Claude Hopkins. It's a classic --- even to this day. Of course, it's quite dated.

Fast forward to "Always Be Testing" by Bryan Eisenberg and John Quarto-vonTivadar with Lisa T. Davis. This book brings Hopkin's important work into the modern age and again puts testing to the forefront, where it belongs. And no one is better qualified to write the book than Eisenberg.

The authors explain Google Web site Optimizer in detail. They show how to use it and how to perform your Web site tests. They discuss the A/B test and the multivariable test. But they go beyond that. They tell you what to test and how to test.

Moreover, they go beyond Google Web site Optimizer and discuss other things to test. All of this information will help you to get far more conversions. With all we have at our fingertips, not testing is just inexcusable.

In my opinion, this book is a modern day classic and is as valuable to our time as Hopkin's book was to his. I hope all my clients read this book and absorb it. I hope they put it into practice.

I've had many experiences when I didn't like the copy I wrote and yet it worked exceedingly well when it went live or, if direct mail, was sent out. I've also had clients who didn't like the copy I wrote for them but I'd tell them to test it. When they did, it succeeded beyond their wildest dreams.

So testing is key to success in marketing. This book is a must-read if you intend to be successful in your online marketing. I highly recommend it to you.

- Susanna K. Hutcheson
11 von 11 Kunden fanden die folgende Rezension hilfreich
Don't start unless you are going to optimize your site while reading the book 29. Dezember 2009
Von Mark Ruzomberka - Veröffentlicht auf Amazon.com
Format:Taschenbuch
I have to admit I got stuck in the middle of this book. I would not start this book unless you are actively optimizing your website, otherwise as it gets too technical for light reading. However, if you are doing an optimization of your site this book will be very valuable to you. I got bogged down with Part I, and advise you to skim it and go directly to Part II.

I'm going to skip past the sermon about how marketing and tech don't get along, because most of us have heard it before, so you can probably afford to skip it here as well. Secondly, a lot of Part I seemed like I would be able to figure it out just by using Google Online Optimizer, but you may enjoy the reference here. Once you get through the dozens of pages of the marketing vs. tech debate you will find the bit about Maslow's Hierarchy of Needs interesting so make sure you don't skip it. Finally, if you learn like I do from examples/case studies, you will find dozens of them in Part II of the book. Many of them even have great screen shots, great for visual learners like me.

Beliebte Markierungen

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&quote;
Every business has a different optimal strategy. Testing is the only way to discover which tactics work best for you. &quote;
Markiert von 7 Kindle-Nutzern
&quote;
The more evidence you acquire through multiple tests and multiple campaigns of testing, the greater the body of knowledge you will build to guide your decisions in the future. &quote;
Markiert von 6 Kindle-Nutzern
&quote;
What works for one business doesnt necessarily work for another. Dont mimic what other businesses do if you arent fully aware of the business issues involved. &quote;
Markiert von 5 Kindle-Nutzern

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