You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Chris Gowardamazon.com
You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
If you have to include a legal asterisk on your main message, you’ve immediately lost credibility.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Creating valid, testable, and powerful hypotheses is one of the most important skills of the conversion strategist. Getting better results with your tests simply requires creating better hypotheses.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
By testing alternative page variations that differ by only one element, you can isolate the effect that the single element has on your revenue.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
A conversion funnel has two parts: the persuasive end, also called the top of the funnel, and the transactional end, or bottom.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Some probably enjoy the comfort in knowing that their work isn’t tested so their opinions can’t be disproven.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Testing your site templates is used to redesign your site using an evolutionary site redesign (ESR) approach where the site design evolves based on tested changes that improve business results, as opposed to a traditional abrupt site-redesign project.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Given a choice between testing on two pages with similar traffic and conversion problems, one with high-cost traffic sources will provide a better return on investment from your conversion-optimization efforts.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
understand how important the ongoing process of learning and iterating is to achieving long-term results. Everything a company learns can be built on and leveraged in other areas.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Information scent is made of cues that people use to decide whether a path is interesting. These cues consist (of) images, hyperlinks and bibliographic citations related to the information needed.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Surveys, user testing, click tracking, and other similar technologies are not, in themselves, conversion optimization, but they’re all methods for developing hypotheses for conversion optimization.