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.
Index.
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