- 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
- Week 1: Learn the Importance of and Set Up an Analytics Tool
- Chapter 3: Lay the Foundations for Optimization Success
- Week 4: Learn Key Optimization Fundamentals to Help You Succeed
- Week 5: Understand and Create an Optimization Organization
- 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
- Week 7: Create Personas and Use Cases for Your Main Visitor Needs
- Chapter 5: Build the Foundation of a Better Converting Website
- Week 11: Understand and Improve Your Website’s Layout
- 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
- 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
- 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
- Week 15: Influence Your Visitors by Optimizing Your Calls-to-Action, Headlines, and Text
- 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
- Week 21: Optimize Your Shopping Cart and Checkout Flow
- 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
- Week 19: Focus On and Optimize Your Home Page
- 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
- Week 24: Focus on and Generate More Repeat Visits
- 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!
- Week 27: Review and Learn from Your Optimization Efforts So Far
- Appendix A: Website Optimization and Testing Tools
- Appendix B: Test Idea Tracker
- Appendix C: Test Results Tracker
- Index
Appendix C
Test Results Tracker
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