You Should Test That – Conversion Optimization for More Leads, Sales, and Profit – or, The Art and Science of Improving Websites Conversion optimization for more leads, sales, and profit or the art and science of improving websites

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, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work.
* Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates
* Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods
* Helps you learn what to adjust, how to do it, and how to analyze the results
* Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics
* Author has used these techniques to assist Fortune 500 clients

You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website.

This book will show readers how to create a conversion optimization strategy that aligns with business and marketing goals, find opportunities in web analytics reports, generate quality testing ideas, run online experiments, analyze results to discover the Why, and optimize to gain results that directly affect the bottom line. Conversion optimization expert Chris Goward first provides the necessary background on conversion optimization before guiding readers through analyzing current website data to prioritize experiment opportunities and choose the right testing methods. He then walks readers through employing the framework hes used with Fortune 500 clients, explaining step-by-step how to test and optimize a websites value proposition, relevance, clarity, user anxiety, user distraction, and sense of urgency. Readers then learn how to appropriately analyze the results to determine what to test next. Packed with step-by-step walkthroughs, hands-on exercises, case studies from known firms, and a beautiful full-color insert that reinforces key tactics, this book is sure to become a must-read for everyone interested in using conversion optimization to improve their bottom line.

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, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work. Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods Helps you learn what to adjust, how to do it, and how to analyze the results Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics Author has used these techniques to assist Fortune 500 clients You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website.