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Appendix B: Test Idea Tracker
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Appendix B: Test Idea Tracker
by Rich Page
Website Optimization: An Hour a Day
Advance Praise for Website Optimization: An Hour a Day
Foreword
Introduction
Chapter 1: Setting the Website Optimization Scene
Introduction to Website Optimization
The Rise of Website Optimization: The Aftermath of the Dot-com Bubble Bursting
The Differences between Landing Page Optimization, Conversion Rate Optimization, Website Testing, and Website Optimization
The Difference between Website Optimization and Search Engine Optimization (SEO)
Chapter 2: Set Up and Improve Usage of Key Web Analytics and Testing Tools
Week 1: Learn the Importance of and Set Up an Analytics Tool
Monday: Understand the Need for Web Analytics Data to Help Website Optimization Efforts
Tuesday: Select a Web Analytics Tool for Your Website
Wednesday: Implement Your Web Analytics Tool and Test to Make Sure It’s Working Correctly
Thursday: Know How to Set Up Your Website Conversion Goals
Friday: Set Up Key Segments of Visitors to Monitor and Target
Week 2: Find Your Website Conversion Rate, Success Metrics, Benchmark, and Set Targets
Monday: Check Your Current Traffic Levels and Set Targets
Tuesday: Check Your Website’s Overall Conversion Rate and Set Targets
Wednesday: Check Your Repeat Visit Rate and Set a Target
Thursday: Find Specific Success Metrics for Your Website Type and Benchmark
Friday: Set Targets for Your Success Metrics
Week 3: Learn the Importance of and Set Up a Website Testing Tool
Monday: Understand the Importance of Having a Testing Tool
Tuesday: Familiarize Yourself with the Available Website Testing Tools
Wednesday: Determine a Budget and Understand Possible Technical Barriers for Tool Selection
Thursday: Implement Your Testing Tool, Setup, and QA Test Campaigns
Friday: Understand Web Testing Tool Terminology, Concepts, and Reports
Chapter 3: Lay the Foundations for Optimization Success
Week 4: Learn Key Optimization Fundamentals to Help You Succeed
Monday: Identify Your Company’s Current Website Optimization Performance
Tuesday: Evangelize and Create an Analytics and Optimization Culture
Wednesday: Prepare a Better Initial Website Optimization Strategy
Thursday: Create Detailed Test Plans
Friday: Consider Test Outsourcing—When and Why
Week 5: Understand and Create an Optimization Organization
Monday: Find an Executive Sponsor for Your Optimization Efforts
Tuesday: Gain Buy-in from Key Stakeholders
Wednesday: Assemble a Dedicated Optimization Team
Thursday: Integrate Testing and Optimization Web Processes into Your Company
Friday: Communicate, Review, and Iterate
Week 6: Learn Testing Best Practices to Improve Your Success
Monday: Use an Insightful, Hypothesis-Driven, and Iterative Testing Approach
Tuesday: Learn Strategies for Creating Effective Tests
Wednesday: Learn the Power of Targeting and Personalization for Improving Conversions
Thursday: Avoid Common Mistakes When Creating and Running Your Tests
Friday: Learn How to Analyze Results and Determine a Test Winner
Chapter 4: Understand Your Visitors and Their Needs—the Keys to Website Optimization
Week 7: Create Personas and Use Cases for Your Main Visitor Needs
Monday: Put Yourself in Your Visitor’s Shoes to Help Create Personas and Use Cases
Tuesday: Create Some Simple Personas for Your Visitors
Wednesday: Create Use Cases for Your Website
Thursday: Re-create the Use Cases on Your Website and Grade the Ease of Doing So
Friday: Learn How to Get Even Greater Value from Your Use Cases
Week 8: Create a Unique Value Proposition and Clearly Promote It
Monday: Understand Your Current Unique Value Proposition from Your Visitor’s Perspective
Tuesday: Survey Your Visitors to Help Create Your Value Proposition
Wednesday: Learn from Competitor Websites to Improve Your Value Proposition
Thursday: Create or Improve the Unique Value Proposition for Your Website
Friday: Effectively Promote Your Unique Value Proposition on Your Site
Week 9: Understand Your Visitors’ Intent by Visually Analyzing Them
Monday: Learn the Importance of Visually Analyzing Your Website Visitors
Tuesday: Check Click Heat Maps for Your Key Pages
Wednesday: Use Eye Tracking Tools to Understand Visitors’ Eye Flow
Thursday: Use Visitor Recording Tools to Gain a Complete View of Your Visitor’s Experience
Friday: Implement Tools and Gather and Review Visual Analysis for Insights
Week 10: Generate Insights from Visitor Satisfaction and Feedback Tools
Monday: Learn the Importance of the Voice of Your Visitors and Asking for Feedback
Tuesday: Survey Your Website Visitors to Gain Feedback and Insights
Wednesday: Use Website Feedback Rating Tools to Gain Further Insight
Thursday: Gain Feedback on the Usability and Task Completion Rate of Your Website
Friday: Make Use of Web Chat Tools to Gain Additional Insight
Chapter 5: Build the Foundation of a Better Converting Website
Week 11: Understand and Improve Your Website’s Layout
Monday: Understand the Impact of Your Web Page Fold
Tuesday: Understand the Impact of Your Website Design on Eye Flow
Wednesday: Check Your Website in Different Browsers and Resolutions
Thursday: Learn Other Website Layout Best Practices
Friday: Check How Your Email Marketing Efforts Look
Week 12: Improve Page Load Speed
Monday: Understand the Negative Impact of Slow Page Load
Tuesday: Check How Fast Your Web Pages Load and Diagnose Issues
Wednesday: Limit and Optimize Your Usage of Slow-Loading Website Elements
Thursday: Reduce the File Size of Your Images and Videos, and the Length of Your Page Code
Friday: Optimize the Delivery of Your Website Content
Week 13: Optimize Your Navigation Menus and Links
Monday: Learn the Importance of Navigation Menus and Links
Tuesday: Optimize the Contents, Usability, and Location of Your Navigation Menus
Wednesday: Optimize Your Usage of Navigation Drop-Down or Fly-Out Menus
Thursday: Improve Your Usage of Website Navigation Links
Friday: Learn Other Best Practices to Help Visitors Navigate Your Website
Week 14: Optimize and Learn from Your Internal Site Search
Monday: Offer a Good Internal Search Tool
Tuesday: Optimize Your Internal Site Search Location
Wednesday: Optimize Your Internal Site Search Functionality and Usability
Thursday: Optimize Your Internal Site Search Results
Friday: Analyze Your Top Internal Keywords for Additional Insights
Chapter 6: Learn the Power of Influence and Persuasion on Visitors and Conversions
Week 15: Influence Your Visitors by Optimizing Your Calls-to-Action, Headlines, and Text
Monday: Review and Optimize Your Headlines and Subheaders
Tuesday: Review and Optimize Your Call-to-Action Buttons and Links
Wednesday: Learn Other Best Practices for Improving Your CTAs
Thursday: Shorten Long Sections of Text and Convey Key Points
Friday: Make Sure Your Website Text Is Easy to Read, Understand, and Relate To
Week 16: Influence by Optimizing Your Images, Promotions, Videos, Rich Media, and Advertising
Monday: Optimize Your Usage of Images
Tuesday: Optimize Your Promotional Banners
Wednesday: Optimize Your Onsite Advertising
Thursday: Optimize Your Video Usage
Friday: Use Rich Media Website Greeters to Increase Engagement and Influence
Week 17: Harness the Power of Social Proof, Reciprocity, and Scarcity
Monday: Build Social Proof by Optimizing Your Testimonials
Tuesday: Build Social Proof by Optimizing Your Usage of Ratings and Reviews
Wednesday: Other Best Practices to Help Improve Your Social Proof
Thursday: Use Scarcity to Influence Your Visitors
Friday: Influence Your Visitors by Using Reciprocity
Week 18: Influence by Making Your Visitors Feel Safer and Building Trust
Monday: Optimize the Display of Security and Trust Seals and Symbols
Tuesday: Make Use of Supporting Text and Pages to Build Trust and Security
Wednesday: Reduce the Risk of Purchasing for the Visitor
Thursday: Optimize Your Customer Support and Contact Options
Friday: Learn Other Best Practices for Increasing Levels of Trust and Security
Chapter 7: Optimization Best Practices and Test Ideas for Different Page Types and Flows
Week 19: Focus On and Optimize Your Home Page
Monday: Learn How Your Home Page Is Being Judged and Check the Bounce Rate
Tuesday: Find Out What Your Visitors Click and Do on Your Home Page
Wednesday: Shorten and Declutter Your Home Page
Thursday: Give Your Visitors a Few Clear Choices to Meet Their Needs and Your Goals
Friday: Learn Other Testing Ideas for Your Home Page
Week 20: Optimize Your Product, Service, Lead Generation, and Other Key Pages
Monday: Optimize Your Product Pages
Tuesday: Optimize Your Service Pages
Wednesday: Optimize Your Lead Generation Pages
Thursday: Optimize Your Category Pages
Friday: Optimize Your Pages That Compare Product or Service Options
Week 21: Optimize Your Shopping Cart and Checkout Flow
Monday: Check Your Shopping Cart and Checkout Flow Conversion Rates
Tuesday: Optimize Your Shopping Cart Page
Wednesday: Optimize Your Checkout Flow
Thursday: Optimize Your Order Review and Confirmation Pages
Friday: Learn Other Advanced Shopping Cart Best Practices
Week 22: Identify Other Key Pages and Flows for Optimization
Monday: Identify Issues with Top Entry Pages and Optimize
Tuesday: Identify Issues with Top Exit Pages and Optimize
Wednesday: Identify Issues with Your Other Top Conversion Flows
Thursday: Look for Issues with Traffic Sources Leading to Your Conversion Flows
Friday: Identify Other Pages with High Impact on Conversion to Optimize
Week 23: Optimize Your Website’s Mobile Experience
Monday: Check the Percentage of Mobile Traffic, Conversion Rate, and Bounce Rates
Tuesday: Check What Your Website Looks Like on Mobile Devices
Wednesday: Understand the Need for a Mobile Version of Your Website
Thursday: Optimize the Mobile Version of Your Website
Friday: Consider Making an App Version of Your Website
Chapter 8: Keep Them Coming Back—Optimize for Repeat Visits
Week 24: Focus on and Generate More Repeat Visits
Monday: Learn the Importance and Benefits of Repeat Visits
Tuesday: Check Your Repeat Visits and Analyze for What Causes Them to Come Back
Wednesday: Obtain More Visitor Email Addresses to Market to and Encourage Repeat Visits
Thursday: Create Content That Encourages Visitors to Come Back More Often
Friday: Retarget Your Repeat Visitors via Contextual Banner Ads on Other Sites
Week 25: Optimize Your Registration or Sign-Up Pages to Get More Repeat Visits
Monday: Check the Performance of Your Registration or Sign-Up Pages
Tuesday: Focus on the Benefits of Signing Up or Registering
Wednesday: Optimize Your Sign-Up and Registration Forms and Pages
Thursday: Optimize Your Newsletter Sign-Up Forms
Friday: Test Other Ways to Increase Completion Rates on Your Registration or Sign-Up Pages
Week 26: Optimize Your Email Marketing Efforts to Get More Repeat Visits
Monday: Learn Best Practices and Test Ideas for All Email Marketing Methods
Tuesday: Run Email A/B Tests to Find the Most Engaging Emails
Wednesday: Create and Optimize Your Confirmation Emails
Thursday: Create and Optimize Your Follow-Up Emails
Friday: Try Using Advanced Email Optimization Techniques
Chapter 9: Review and Learn From Your Results, and Keep Testing and Optimizing
Week 27: Review and Learn from Your Optimization Efforts So Far
Monday: Revisit Your Success Metrics and Targets
Tuesday: Review Your Use Case Completion Rates and Resurvey Your Visitors
Wednesday: Rerun the Website Optimization Checklist
Thursday: Review What You’ve Learned from Your Test Results to Create Better Future Tests
Friday: Review and Improve Your Internal Testing Process Performance
Keep Optimizing and Testing: Your Website Is Never Perfect!
Appendix A: Website Optimization and Testing Tools
Appendix B: Test Idea Tracker
Appendix C: Test Results Tracker
Index
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Appendix A: Website Optimization and Testing Tools
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Appendix C: Test Results Tracker
Appendix B
Test Idea Tracker
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