Note to the reader: Throughout this index boldfaced page numbers indicate primary discussions of a topic. Italicized page numbers indicate illustrations.
Symbols and Numerals
% Exit statistic, in Google Analytics
37 Signals, Rework, web page promotion
The 80/20 Principle: The Secret to Achieving More with Less (Koch)
80-20rule
$.99 price
301 permanent redirect
404 page views
A
A/B/n test (split test)
above-the-fold layout
accreditation by industry
accuracy of test
acronyms, avoiding
action captions
active voice
ad messages, relevance to
ad source segmentation
adjectives, reducing use
advertising spend, conversion-rate optimization and
aesthetics, design for
affiliate marketing goals
aggregating metrics, page-naming URL conventions for
Akamai, page-load times and site usage
AllPopArt.com
Amazon
analogies
anchoring
Andersen, Hans Christian, “The Emperor’s New Clothes,” 129
animation
anxiety
Apple
approval for testing, organizational barriers to
Ariely, Dan
artificial scenario, from preset goals
Asch, Solomon
“ask your mom” method, for gaining insights
associated costs
asterisk (legal), and credibility
audience. See test audience
Audience (Google Analytics) > Technology > Browser & OS
audio-editing professionals, workflow-automation applications for
average net value, of new customers
average order value (AOV)
awards, and credibility
B
Ballard.com, home-page rotating banner
Banana Republic
banner-ad test
Basecamp
Before & After method
behavioral economics, research on
benefits, personal vs. business
best practices
Better Business Bureau
Black Turtleneck method
BlackBerry smartphones, website for
blog platform, testing plan for
bold changes, testing
Bookedy.com
bounce rate
Bounce Rate column, in Google Analytics
Bourassa, Steven
brand equity, and prospect trust
brand reputation
brightness
Buffett, Warren
bullets
business benefits, vs. personal benefits
business, website importance to
buttons, for call to action
C
call to action
CanaDream, case study
cancellation of subscription
CAPTCHA fields
caption link
captions
Carmon, Ziv
Cascading Style Sheets (CSS)
case studies
category, column for navigation
celebrity endorsements
Chabris, Christopher, The Invisible Gorilla
challenger variations
champion-challenger approach
champion, for marketing optimization
Chi, Ed
Chinese number perception
Chisnell, Dana, Handbook of Usability Testing
chocolates, price testing
choices, as overwhelming
Cialdini, Robert, Influence: The Psychology of Persuasion
clarity
click heatmap tracking
click-through rate (CTR)
click tracking
ClickPath
ClickTale
clickthroughs, and marketing effectiveness
client
Coca-Cola, Freestyle dispenser
cognitive load
Colonial Candle, case studies
color clarity
color contrast
color, meaning of
columns
committee testing, avoiding
comparing isolations
compelling idea
competitive activity, impact on Before & After tests
competitive relevance
complication, perception of
comScore
confidence
consensus opinions, impact of
consistency, visual
content
content clarity
Content (Google Analytics)
content-management system (CMS)
continuous improvement cycle
continuous testing, culture of
control page
controlled testing
conversion funnel
conversion optimization
conversion problems, hypotheses for solving
conversion rate
conversion-rate delta
conversion-rate elasticity
conversion-rate optimization
conversion testing, seven-step process
conversion tipping point
conversions, vs. micro-conversions
ConversionSkills.com
cookies
copy length, testing
copywriting
cost-benefit business decision
costs
Coulter, Keith
Coulter, Robin
CrazyEgg
credibility
cross-sells
cultural expectations, color and
customer segmentation
Customer Tested method
customers
D
daily-deal sites
data-driven culture, creating
data-driven decision-making
database segmentation, of customers
decision-making
delivery cost
delivery promise
Dell.com
demand curve
design clarity
design document, testing
design quality, and credibility
distractions
downloading case studies
Draper, Don
drop-off rates, for conversion funnel
Drucker, Peter
duplicate-content penalties, protection against
dynamic content, testing pages with
dynamic customization
dynamic keyword insertion
E
e-commerce goals
e-commerce websites
Econsultancy research
effort anxiety
Elastic Path
elasticity, conversion-rate
Electronic Arts, The Sims 3
email, relevance to
embedded video, vs. static screenshot
Emerson, Ralph Waldo
emotional need to buy, rationale to support
emotive appeal
“The Emperor’s New Clothes” (Andersen)
endowment effect
Environics Analytics, case study
environmentally friendly shopping behavior study
error messages
errors
evolutionary site redesign
exclusive pricing
exit page
Exit Rate column, in Google Analytics
exit rate, vs. bounce rate
% Exit statistic, in Google Analytics
expectations
expensive visits, importance of pages with
Experian
experience design, in conversion optimization
expert recommendations
external factors, in Before & After method
external urgency
eye tracking
eyeflow clarity
eyeflow, improving
F
Facebook.com
FaveCrafts.com
fear of missing out, urgency for
feedback
filters
finding, high-traffic pages
fine print
first impression
fivesecondtest.com
Flash content
focus
focus groups
Fold markings. See also above-the-fold layout
font size, of price
Forever21.com, home page
form-fill conversion, on paid search landing page
forms
Forrester research
fractional factorial multivariate testing
free, power of
freemium business model of Gillette
Freeze.com
friends, trusting opinion of
fulfillment anxiety
full factorial multivariate testing
funnel-completion rate
Funnel Experiment cycle
Funnel Experiment Map
G
Gambler’s Fallacy
game launcher, for Sims 3
Gillette, freemium business model
goal-contribution values, estimating
goal conversion rate, tracking
goal script
goal triggers
goals
goals waterfall
GoHawaii.com
Google AdWords
Google Analytics
Google Authorized Consultant
Google+, buttons for
Google Maps
Goward economic model
GPS Central, home page, conversion optimization
graphic design
graphic standards manual
graphics. See also images
Grasshopper
green, meaning of color
Griskevicius, Vladas
guarantees, anxiety and
The Guardian
guides
H
hackers
Hair Club, landing-page test for
halo effect of underperformance
Handbook of Usability Testing (Rubin and Chisnell)
hard credibility
Hawthorne effect
headers
headlines
HelloBC.com
help text, for form completion
heuristic analysis
high traffic volume, prioritizing pages with
highlight purchases
HiPPO (highest-paid person’s opinion)
Holmes, Chet, The Ultimate Sales Machine
home page
Hopkins, Tom
horizontal rules
Hotels.com
hue
hypotheses
hypothesis and testing method
I
Ifbyphone.com
IKEA
images
images and tabs, navigation design
incentives
incoming traffic, randomly splitting
inconclusive test results
Influence: The Psychology of Persuasion (Cialdini)
information architecture (IA), site diagram
information-gating strategy
information hierarchy, clarity
information links
information scent
initial impression. See first impression
InsideSales.com
insights. See marketing insights
intangible benefits
intangible costs
intangible products, images for
integrated registration form, for SAP
interaction tracking
internal urgency
Inuktitut search engine
The Invisible Gorilla (Chabris and Simons)
Invoke Solutions
Iron Mountain, awards
isolated variable
isolation of tests
Italy, lottery
J
Janrain
jargon
JavaScript redirect, for conversion-rate optimization test
JC Penney, ratings on product-listing grid
Jobs, Steve
Johnson box
Journal of Consumer Research
Journal of Personality and Social Psychology
K
Kahneman, Daniel
Kaizen Plan
Kaushik, Avinash
key message
Key Performance Indicators (KPIs)
keyword cloud
keywords, dynamic insertion
KISS (Keep it simple, superstar) principle
Koch, Richard, The 80/20 Principle: The Secret to Achieving More with Less
Kopelman, Josh
Krug, Steve
L
labels, for risk
landing page
Landing page Influence Functions for Tests (LIFT) Model. See also LIFT (Landing page Influence Functions for Tests) Model
landing-page optimization
landing-page reports, regular expressions in
Landing Page Visits report, from Google Analytics
Lang, Andrew
large organization, political considerations
lead-generation goals
lead-generation scenario
leadership
learning, as purpose of conversion optimization
legal asterisk, and credibility
legal copy
legal disclaimers
legibility
LemonFree.com
Levitt, Theodore
lifetime value (LTV) method, for lead valuation
lift, as purpose of conversion optimization
LIFT (Landing page Influence Functions for Tests) Model
LIFT Model poster
lightness
limited-edition products
limited sample sizes
LivePerson
L.L. Bean
logos
loop11.com
loss aversion
Louie, Ben
M
macro, progressing to micro from
MacWorld
marble jar
marketing activity, impact on conversion rate
marketing effectiveness, clickthroughs and
marketing funnel. See conversion funnel
marketing insights
marketing optimization, champion for
MarthaStewart.com
Mayer, Marissa
McAfee Secure
media mentions, and credibility
Media Metrix
media source segmentation
MerchantWarehouse.com
message-consumption stage, for landing page processing
messages
meta reviews
metrics aggregation, page-naming URL conventions for
Michelangelo
micro-conversions
micro-indicator conversion
micro, progressing from macro to
micro-step conversion
microsites
Microsoft adCenter
Mindless Eating: Why We Eat More Than We Think (Wansink)
minimum time period, for testing
minimum value filter, for Google Analytics
misalignment of images
mistakes
mom test
Mongoose Metrics
monitoring testing
Morae for Windows
motivational triggers
multivariate testing
Mykota, Christine
MySpace.com
N
navigation
navigation bar
new customers, average net value of
New Zealand, real estate value
newsletter sign-up form, conversion optimization for
Nielsen, Jakob
number of customers
number-sound psychology
O
observer-expectancy effect
offers
offline purchase, online research before
Ogilvy, David
Oldroyd, James B
Olympics merchandise store
on-page click tracking
on-site surveys
one-goal goal
online calculators, for conversion-rate optimization
online conversions, multiple
online time, average
open-ended feedback, input from
opportunity cost
opportunity gap
optimization in digital marketing
optimization manifesto
organization culture, decision-making in
organization, political considerations in large
organizational barriers, to approval for testing
OvernightPrints.com
P
page-level information hierarchy
page-naming URL conventions, for aggregating metrics
pages. See also home page; web pages
pageviews, in Google Analytics
paid search
paid-search optimization, conversion-rate optimization vs.
paragraphs, length of
Pareto principle
Pascal, Blaise
pattern matching, in search
pay-per-click (PPC) advertising, by SAP
PDFs, printable case studies
Peng, Vincent
penny gap
perceived value proposition
percentage results
perception filters, of visitor
performance, of website experiences
persistent call-to-action areas (PCTAs)
personal benefits, vs. business benefits
personas
persuasion marketing, in conversion optimization
persuasive end, of conversion funnel
phone call conversions
phone calls while driving, distractions
PIE prioritization framework
Pinterest, buttons for
Pirolli, Peter
placement, of credibility indicators
PlentyOfFish
PluralEyes (Singular Software)
point of difference (PODs)
points of parity (POPs)
political considerations, in large organization
pop-up survey, on IKEA home page
potential for improvement, prioritizing pages with high
PowerDirector 151
PowerReviews, e-commerce add-on
Predictably Irrational (Ariely)
pricing
Prime Publishing, case study
prioritizing
privacy
product-listing grid, ratings on
product page templates, testing
products
professionalism, and credibility
Profile-Pimp.net
proof points
prospects
purchase-confirmation page, goal trigger placed on
purchase links
Q
qualitative data
quality, and pricing
quantitative data, vs. qualitative
questions, Drucker on wrong
quote-request value
R
randomness
ranking goals
ratings, by customers
readability
recreational vehicle rental company, case study
red, meaning of color
redundancy
registration form, integrated, for SAP
regular expressions, in landing-page reports
relevance
research methods, characteristics of
responding, with urgency
return on investment (ROI), potential to improve
returns, anxiety and
revenue
revenue per visitor, case study
revenue-producing actions, optimizing for
revenue results, from conversion optimization
reversed type
reviews, by customers
revolutionary site redesign (RSR), vs. evolutionary
Rework (37 Signals), web page promotion
risk
Rocket Lawyer
Rocket Surgery Made Easy (Krug)
rotating offers, in home-page design
Rubin, Jeffrey, Handbook of Usability Testing
S
Safe Software
sales leads, best times to respond
Salesforce.com
sample
sampling bias
San Francisco Tours
SAP
saturation level of color
scarcity
scent trail
scientific method of controlled testing
scope creep
Screensaver. com
screenshot, static, vs. embedded video
scripts, for surveys
scroll heatmap
search engine
search engine optimization (SEO)
search keywords, relevance to
search, pattern matching in
searching mindset
seasonality
security, fulfillment anxiety and
segmentation
selecting sample
self-selection bias
senior management, support from
services
“sex sells,” vs. sex as distraction
Shewhart Cycle, for continuous production improvement
shipping costs
shopping carts, high rate of abandonment
Shutterfly
Silverback for Mac
Simons, Daniel, The Invisible Gorilla
The Sims 3 (Electronic Arts)
single-product e-commerce websites
Singular Software, PluralEyes
site-wide tests
size of font, for price
skimming
skunkworks tests
slideshow
small groups, percentage results from
social influence
social media
social proof
soft credibility
software vendors
sorting
sounds, of numbers, and perception of relative size
source, relevance
spam, CAPTCHA fields to avoid
speed, of website
split test. See also A/B/n test (split test)
Spolsky, Joel
stakeholders
standardization
Starbucks
static screenshot, vs. embedded video
static test pages, testing content on
statistical clumping
statistical significance of test results
statistics
Statistics Canada
strategic marketing optimization (SMO)
stylesheet test
subheads
subscription goals
success metrics
surveys
synonyms, and scent trail
Sytropin, case study
T
Taguchi method
tangible costs
tangible features
target audience
target audience groups
target markets
targeting
technical aspects of testing
templates. See web page templates
test audience
test design document
test plan
test results
testable hypothesis
testimonials
testing. See also statistical significance of test results
testing expertise
text
thank-you page
third-party credibility indicators
thought leadership, and credibility
time, to get results report
Tobii
tone relevance
too much information (TMI), asking for
top entry pages
total cost of ownership (TCO) concept
Tourism British Columbia, case study
tracking, multi-goal
traditional economic model
traffic
traffic filter
transactional end, of conversion funnel
triggers
trust, in agency opinion
TRUSTe
trymyui.com
U
The Ultimate Sales Machine (Holmes)
underperformance of websites
underperformers in testing, removing
Unique Pageviews column, in Google Analytics, sorting by
unique visitor
universe
unsubscription, anxiety and
up-sells
urgency
URLs
usability, anxiety
usability testing
usertesting.com
V
valid control, testing against
valid hypotheses, creating
value proposition
variables, isolated
variations, minimizing in test
video case studies
video-editing professionals, workflow-automation applications for
visitors
visual consistency
visual distractions, on landing pages
W
W3i.com, multivariate testing for, case studies
Wallpapers.com
Walmart, mobile site navigation
Wansink, Brian, Mindless Eating: Why We Eat More Than We Think
weakness, changing to strength
web analytics
Web, changes in
web design, results vs. aesthetics
Web Form Design: Filling in the Forms (Wroblewski)
web page templates
web pages. See also forms
webinar preregistration, case study
website-level information hierarchy
websites
weighted values of conversion
weighting table, prioritizing with
WiderFunnel. See also case studies
WIIFM (What’s in it for me?)
WikiLeaks
WineExpress.com
wireframe
Woot.com
WordPress blog, signing up for
Wordtracker, one-step cancellation
work in progress, prioritizing as
workflow-automation applications, for audio- and video-editing professionals
Wroblewski, Luke, Web Form Design: Filling in the Forms
Y
Yahoo
Yantis, Steven
Z
Zappos
zoom-in functions, for images
18.119.192.55