[На английском] Always Be Testing: The Complete Guide to Google Website Optimizer

Тема в разделе "Материалы по SEO", создана пользователем morfey2005, 24 ноя 2008.

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  1. morfey2005


    30 янв 2008
    Книга, которую по достоинству оценят люди в теме.

    Always Be Testing: The Complete Guide to Google Website Optimizer
    By Bryan Eisenberg, John Quarto-vonTivadar

    Publisher: Sybex
    Number Of Pages: 336
    Publication Date: 2008-08-11
    ISBN-10 / ASIN: 0470290633
    ISBN-13 / EAN: 9780470290637
    Binding: Paperback

    Product Description:

    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.

    Summary: A Comprehensive Resource for Beginning or Intermediate Test Designer
    Rating: 5

    I have read other Bryan's books and was glad to notice this one. It provides good fundamentals of web site testing and gives you plenty of ideas what and how to test elements of your web presence. It is well balanced between theory and practical examples. In the last third of the book there is a big collection of ideas for testing, that beginners might get lost and be overwhelmed. Bryan and coauthors do a good job of structuring and guiding, making sure the reader looks into important areas first.
    The book has subtitle as "The complete Guide to Google Website Optimizer." You will learn a great deal of How to use this tool and some more. Highly recommend! Start your testing with this grea

    Summary: Must have book for any ecommerce or lead generation website manager
    Rating: 5

    If you are managing a lead generation or ecommerce website you must read this book.

    After reading "don't make me think" I honestly did not believe another
    book related to web design could have as much value or impact on
    someone 10+ years of web experience. I expected A/B Testing to be a
    basic instructional manual on how to use Google Website Optimizer so I
    didn't bother to buy it. Lucky for me I attended the SES conference
    where Bryan Eisenberg was giving away free copies. Our company, Blast
    Advanced Media, has since taken our testing and objectivity of our
    website optimization to a level where we are achieving much higher
    micro and macro conversion rates for our clients.

    Some of my favorite aspects which provided much more value than expected are:
    -Persuasive Copywriting
    -Understanding what to test
    -Whats in it for me
    -Unique Value Proposition
    -The Buying Decision
    -Customer Focused Language
    -Great examples such as Categorization, Trust, Reviews, Up-sell
    -Breakdown of questions to ask, what to test and how to apply the many testing examples to your site

    In one recent test, we used the principles learned from the book such as persuasion architecture to setup a test in only an hour that increased lead generation on a high volume ecommerce site by 51% (greatly exceeding the test hypothesis of a 15% increase). Other ecommerce optimization tests are on track to deliver six to seven figure annual revenue increases. So the return on investment from the ten copies we have purchased has been so high that we feel guilty. Thanks Bryan! Of course, this is why we wanted to show our thanks by writing this review.

    Testing not only gives you impressive results like this but it makes it much easier to work with your clients when you can demonstrate the impact of changes and measure the results to build more value for your service fees. Plus it allows you to offer pay for performance fee structures to lower a client's risk in these current adverse economic times in the USA.

    Thanks again to Bryan for sharing his deep knowledge related to website testing/optimization as it has taken our marketing strategists, designers, and most importantly our engineers (who all permanently have a copy on their desk) to a new level of objective thinking and understanding around the importance of the smallest details in web development.

    Summary: Worth buying and keeping on your desk
    Rating: 5

    I like to pick up marketing and business-technical books as much as I can, and read them in the evening to get ideas for improving my small business. Usually I get books from my local public Library (sorry Amazon) but this book was not available there. I'm extremely glad that I bought the book, because it is going to be living on my desk for the next year, not collecting dust on a shelf now that I've read it.

    I had heard of Google Website Optimizer before but I had been a bit daunted at the idea of "optimizing" my website. What am I supposed to optimize, and why? This book is really everything I need to get going. The reason that I want to keep this book around is that there is just too much information to work with in one sitting. Each time I am ready for a new test, I will turn to this book for some ideas of what to try, and what variations might be good to try. For each area there are dozens of URLs of articles that are relevant to that kind of test, and I will be visiting those URLs when I am ready for that test. (No point in visiting them yet, there is just so much information.)

    This book, then, is not just a tutorial or a technical manual, but an entire *curriculum* of website testing.

    But it's more than that. If I'm going to be attempting to improve some aspect of my website, it would be useful to have some useful hypotheses of what might be an improvement; making shots in the dark isn't likely to be as effective. The WIIFM chapter reiterated many of the concepts I had read about in other books (such as types of website visitors) but this is the only book I have seen to actually have some suggestions for how to actually address these visitor types on your landing pages.

    So I have to think of this book as a great *marketing* book, not just a great book about Google Website Optimizer.

    Summary: Modern Day Scientific Advertising - a Contemporary Classic For Today's Marketer
    Rating: 5

    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

    Summary: Serious marketers need this book
    Rating: 5

    Watch Video Here: Перейти по ссылке This book has everything you need to know, and more, about how to do a/b testing that actually works for you. Serious marketers and anyone else who does any type of selling online needs to have this book memorized. Imagine if you read this book and converted 1% better? What would that mean in profit to you for an inexpensive book?

    Roman_Petrov нравится это.
  2. morfey2005


    30 янв 2008
    Обновил ссылку
    filmlion нравится это.
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