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by Chris Goward
You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Cover
Frontmatter
Acknowledgments
Introduction
Foreword: Be Super Awesome
Introduction
Who Should Read This Book
What’s Inside
Chapter 1: Why You Should Test That
Your Website Is Crucial to Your Business
Your Website Is Underperforming
Web Design for Results (Rather than Aesthetics)
Why “Best Practices” Aren’t Best
Is There a HiPPO in the Room?
The Risks and Costs of Website Redesign
Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend
Conversion-Rate Optimization and Your Business
CRO Works alongside SEO
Chapter 2: What Is Conversion Optimization?
Conversion Optimization Requires Controlled Testing
What Is Conversion Optimization?
Who Are Your Target Audiences?
Setting Goals
Chapter 3: Prioritize Testing Opportunities
Use Data to Prioritize Tests
The PIE Prioritization Framework
Prioritize Pages with High Potential for Improvement
Prioritize Important Pages
Prioritize Easy Test Pages
Prioritize with a Weighting Table
Chapter 4: Create Hypotheses with the LIFT Model
Methodology Is More Valuable than Tips
The Gorilla in Our Brains
The LIFT Model
Fill the Marble Jar
Create Valid Hypotheses
Chapter 5: Optimize Your Value Proposition
The Value-Proposition Equation
Your Visitor’s Perception Filters
Tangible Features
Intangible Benefits
Costs
What Is Your Value Proposition?
Chapter 6: Optimize for Relevance
Marketing Funnel Relevance
Source Relevance
Target Audience Relevance
Navigation Relevance
Chapter 7: Optimize for Clarity
Information Hierarchy Clarity
Design Clarity
Call-to-Action Clarity
Chapter 8: Optimize for Anxiety
Privacy Anxiety
Usability Anxiety
Effort Anxiety
Fulfillment Anxiety
Chapter 9: Optimize for Distraction
Two Distraction Points
First-Impression Distraction
Chapter 10: Optimize for Urgency
Internal Urgency
External Urgency
Chapter 11: Test Your Hypotheses
Set Test Goals
Choose the Test Area
Choose the Test Type
Isolate for Insights
Chapter 12: Analyze Your Test Results
Reading the Tea Leaves
Monitoring Your Tests
Evaluating Results
Chapter 13: Strategic Marketing Optimization
Aim for Marketing Insights
The Optimization Manifesto
Index
The Color of Conversion
Heatmaps
Clarity and Distraction
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