You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
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...more
22: Move SEO-centric content below the fold if it's not directly related to the funnel. Use 301 redirects to cover test pages that you take offline.
29: Before and After is not conversion optimization. There are no variables being isolated. The only way to A/B test is with two pages with a distinct change.
32: We should study seasonality, specifically as ...more
I'd say it's best application is for people completely new to the testing as a concept and who also want to get buy in from management for testing. Especially if the testing is to involve a website.
One downside to the book is it is often a sham ...more
Great conversion rates depend on a lot more than just a great product. Rather, they’re the result of an ongoing process of rigorous testing, scrutinizing and experimentation.
The best thing about conversion-rate optimization is the result: You get increased revenue without the need to increase your ongoing advertising spend. You can keep spending the same amount of money, driving the same amount of traffic, and you’ll get more leads, sales, and revenue from a conversion-optimized website.
For conversion optimization, you should always set your test goal to be as close to revenue as possible. Optimize for direct sales, average order value, and qualified lead...more