Introduction
The concept of experimentation and testing is nothing new. Yet somehow, between the time we are children and the time we become fully f ledged adults, we often come to overlook the excitement and value of experimenting with and testing our assumptions, following our intuition, and discovering the unknown.
As our business lives increasingly exert the need to improve our marketing efforts, this is not a time to take our assumptions and intuition for granted. Nor is this the time to place more stock in them than they may merit. Nor is this the time to cling to traditional marketing practices in an era that has turned many of them upside down.
This is the time to examine critically everything we do when we conduct business in the online environment. One of the best ways to realize our full potential is to roll up our sleeves, start testing, and make the commitment to “always be testing.”
CONTENTS AT A GLANCE
Foreword
Introduction
PART I A MARKETER’S VIEW OF TESTING: THE POWER OF OPTIMIZATION
Chapter 1 Always Be Testing?
Chapter 2 Playing with Website Optimizer
Chapter 3 Understanding Website Optimizer’s Report
Chapter 4 Optimization Works: Examples for Lead Generation and Retail
Chapter 5 The Optimization Life Cycle
Chapter 6 Always Be Testing in Action: Acceller Case Study
Chapter 7 Simple Testing Concepts
Chapter 8 Developing a Testing Framework
Chapter 9 Establishing Testing Goals and Parameters
Chapter 10 Jigsaw Case Study
PART II WHAT YOU SHOULD TEST

Chapter 11 Understanding What to Test
Chapter 12 WIIFM: What’s in It for Me?
Chapter 13 Unique Value Proposition/Campaign Proposition
Chapter 14 The Buying Decision
Chapter 15 Categorization
Chapter 16 Usability
Chapter 17 Look and Feel
Chapter 18 Searchability
Chapter 19 Layout, Visual Clarity, and Eye Tracking
Chapter 20 Purchasing
Chapter 21 Tools
Chapter 22 Error Prevention
Chapter 23 Browser Compatibility
Chapter 24 Product Presentation
Chapter 25 Load Time
Chapter 26 AIDAS: Attention, Interest, Desire, Action, and Satisfaction
Chapter 27 Security/Privacy
Chapter 28 Trust and Credibility
Chapter 29 Product Selection/Categorization/Search Results
Chapter 30 Navigation/Use of Links
Chapter 31 Up-Sell/Cross-Sell
Chapter 32 Calls to Action
Chapter 33 Point-of-Action Assurances
Chapter 34 Persuasive Copywriting
Chapter 35 Content
Chapter 36 Headlines
Chapter 37 Readability
Chapter 38 Use of Color and Images
Chapter 39 Terminology/Jargon
Chapter 40 “We We”: Customer-Focused Language
Chapter 41 Using Reviews
PART III DIVING DEEP FOR THE TECHNICALLY CHALLENGED

Chapter 42 Mathematics, Misperceptions, and Misinformation
Chapter 43 How Website Optimizer’s Scripts Work
Chapter 44 Using Website Optimizer on Static and Dynamic Sites
Chapter 45 Tracking Key Events and Other Advanced Topics
Chapter 46 Website Optimizer’s Plug-in for WordPress
Appendix Useful Resources

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