Index

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)

advantages and disadvantages,
alternative path tests,
checkout, multistep vs. single-step
for Hair Club
reasons to use,

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

case study

Amazon

customer reviews
free shipping offers,
Lightning Deals
page-load times and site usage
retail expectations

analogies

anchoring

Andersen, Hans Christian, “The Emperor’s New Clothes,” 129

animation

anxiety

effort,
fulfillment,
in LIFT Model,
privacy,
usability,
using in your favor,

Apple

approval for testing, organizational barriers to

Ariely, Dan

Predictably Irrational

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

email campaign from, ,
free shipping offers,

banner-ad test

Basecamp

Before & After method

external factors in,

behavioral economics, research on

benefits, personal vs. business

best practices

vs. conversion optimization

Better Business Bureau

Black Turtleneck method

BlackBerry smartphones, website for

blog platform, testing plan for

bold changes, testing

Bookedy.com

bounce rate

vs. exit 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

in case study
clarity,
color variations for button
consistent areas for
in email survey
focus on single
location,
redundancy
relevance,
for social media visitors

CanaDream, case study

cancellation of subscription

CAPTCHA fields

caption link

captions

Carmon, Ziv

Cascading Style Sheets (CSS)

case studies

AllPopArt.com
Colonial Candle
and credibility,
downloading
Environics Analytics
GPS Central, home page conversion optimization
Hair Club
multivariate testing for W3i.com
percent lift in revenue per visitor
persistent call-to-action areas (PCTAs)
PluralEyes software
Prime Publishing
printable PDFs of
SAP,
Sytropin
Tourism British Columbia

category, column for navigation

celebrity endorsements

Chabris, Christopher, The Invisible Gorilla

challenger variations

minimizing number
removing underperforming,

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

call to action,
color,
copywriting,
design,
evaluating pages for
eyeflow,
images,
importance of
information hierarchy,
in LIFT Model,

click heatmap tracking

click-through rate (CTR)

click tracking

characteristics of
vs. eye tracking
on-page,

ClickPath

ClickTale

clickthroughs, and marketing effectiveness

client

goals for website
logos as social proof
trust in agency opinion

Coca-Cola, Freestyle dispenser

cognitive load

color contrast to decrease
reducing for prospects

Colonial Candle, case studies

color clarity

color contrast

color, meaning of

columns

and eyeflow clarity, ,
width of, and readability

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

irrelevant,
testing on static pages

content clarity

Content (Google Analytics)

> In-Page Analytics
> Site Content
> All Pages
> Landing Pages

content-management system (CMS)

testing plan for

continuous improvement cycle

continuous testing, culture of

control page

maintaining,
removing underperforming challengers,

controlled testing

characteristics of
scientific method of, ,
tool designed for,

conversion funnel

analysis,
drop-off rates,
motivating visitor to move to next step in
relevance,
for Sims 3
touch points,

conversion optimization

basics,
vs. best practices
vs. conversion-rate optimization
home page, of GPS Central
for newsletter sign-up form
potential of
purposes of,
seasonal urgency and
as work in progress

conversion problems, hypotheses for solving

conversion rate

range of estimated
reduced from redesign
statistical analysis and

conversion-rate delta

conversion-rate elasticity

conversion-rate optimization

and business,
calculating benefit,
choosing test type,
vs. conversion optimization
increasing without advertising spend increase,
online calculators
results by industry,
search engine optimization (SEO) and,

conversion testing, seven-step process

conversion tipping point

conversions, vs. micro-conversions

ConversionSkills.com

cookies

copy length, testing

copywriting

clarity,
and credibility

cost-benefit business decision

costs

associated,
delivery cost,
gathering by traffic-generation sources,

Coulter, Keith

Coulter, Robin

CrazyEgg

credibility

placement of indicators,
testing ways to enhance

cross-sells

cultural expectations, color and

customer segmentation

Customer Tested method

customers

email surveys,
feedback from
number of,
ratings and reviews,

D

daily-deal sites

data-driven culture, creating

data-driven decision-making

database segmentation, of customers

decision-making

data-driven
HiPPO (highest-paid person’s opinion),
minimizing for prospects
in organization culture
shortness of cycle

delivery cost

delivery promise

Dell.com

demand curve

design clarity

color clarity,
eyeflow clarity,
columns and, ,
guides,
image clarity,

design document, testing

design quality, and credibility

distractions

images,
in LIFT Model,
message,
visitors and points of,

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

single-product
testing plan for

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

displaying friendly for website,
for form fields

errors

helping prospects avoid, in forms
in websites,

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

characteristics of
vs. click tracking

eyeflow clarity

boxed content and,

eyeflow, improving

F

Facebook.com

ads on
buttons for,

FaveCrafts.com

fear of missing out, urgency for

feedback

from customers
input from open-ended

filters

finding, high-traffic pages

fine print

first impression

for landing page processing,
problem of too much content above fold,

fivesecondtest.com

Flash content

focus

of messages,
on single call to action

focus groups

Fold markings. See also above-the-fold layout

on wireframe

font size, of price

Forever21.com, home page

form-fill conversion, on paid search landing page

forms

bogus information on
CAPTCHA fields,
error messages for fields
optional fields
reducing number of fields
two-column vs. single column,
usability,

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

assigning relative values
for client website
defining for website,
multi-goal tracking,
one-goal goal,
prioritizing,
ranking,
setting micro-conversions as
for testing,
affiliate marketing goals
e-commerce
lead-generation goals
subscription goals
tracking multiple, evaluating results
web analytics, vs. conversion optimization,

goals waterfall

GoHawaii.com

Google

marketing team
page-load times and site usage

Google AdWords

Google Analytics

% Exit
Bounce Rate column in
for common screen sizes
Exit Rate column in
finding highest-traffic landing pages from paid search, ,
Landing Page Visits report,
minimum value filter for,
pageviews,
Unique Pageviews column,

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

complex,
in header
placement of

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

graphics in
size of, ,
testing

headlines

relevance to ad
and scent trail,
testing

HelloBC.com

help text, for form completion

heuristic analysis

characteristics of

high traffic volume, prioritizing pages with

highlight purchases

HiPPO (highest-paid person’s opinion)

Holmes, Chet, The Ultimate Sales Machine

home page

of GPS Central, conversion optimization
rotating offers,

Hopkins, Tom

horizontal rules

Hotels.com

hue

hypotheses

creating
creating valid,
good to great,
process for developing
for SAP live landing pages
structure,

hypothesis and testing method

I

Ifbyphone.com

IKEA

pop-up survey on home page,

images

clarity,
distractions,
impact on page eyeflow
placement of
as visual guides

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

page-level,
website-level,

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

creating

Inuktitut search engine

The Invisible Gorilla (Chabris and Simons)

Invoke Solutions

Iron Mountain, awards

isolated variable

isolation of tests

comparing,

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

for CanaDream
planning
for PluralEyes landing page

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

Don’t Make Me Think!
Rocket Surgery Made Easy

L

labels, for risk

landing page

branding limitations on design
creating source relevance,
design errors,
finding highest-traffic from paid search, ,
generic overview page as
improving relevance,
LIFT analysis
stages of processing
testing, for Hair Club
top,
unique URL for traffic source
visitor’s perspective
visual distractions on,

Landing page Influence Functions for Tests (LIFT) Model. See also LIFT (Landing page Influence Functions for Tests) Model

landing-page optimization

case studies
paid-search optimization vs.

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

of landing page
for PluralEyes landing page

LIFT Model poster

lightness

limited-edition products

limited sample sizes

LinkedIn

buttons for,

LivePerson

L.L. Bean

friendly error handling,
guarantee information

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

hypotheses for gaining
from losing or inconclusive tests
as purpose of conversion optimization

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

distraction,
focus of,

meta reviews

metrics aggregation, page-naming URL conventions for

Michelangelo

micro-conversions

decision to optimize for,
false testing assumption

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

Drucker on
in redesign,

mom test

Mongoose Metrics

monitoring testing

Morae for Windows

motivational triggers

multivariate testing

opportunity cost of
for W3i.com, case studies

Mykota, Christine

MySpace.com

N

navigation

images and tabs design,
relevance,
testing

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

consistency between email and landing page
frustration from codes
urgency,

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

of multivariate testing

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

costs
form-fill conversion on landing page

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

lift in revenue per visitor, case study
from small groups
in survey and study finding

perception filters, of visitor

performance, of website experiences

persistent call-to-action areas (PCTAs)

case study

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)

case studies

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

landing-page experience

PowerReviews, e-commerce add-on

Predictably Irrational (Ariely)

pricing

exclusive
testing on

Prime Publishing, case study

prioritizing

adjustments in,
conversion optimization opportunities
goals,
tests
pages with high potential for improvement,
using data for,
web pages,
easy test pages, ,
with high traffic volume,
redesign
with weighting table,
as work in progress

privacy

anxiety,
policy on

product-listing grid, ratings on

product page templates, testing

products

availability, impact on conversion rate
design organizing categories,
direct cost,
limited-edition,
tangible features,

professionalism, and credibility

Profile-Pimp.net

proof points

prospects

intangible benefits for
minimizing decision-making for

purchase-confirmation page, goal trigger placed on

purchase links

Q

qualitative data

avoiding misuse,
gathering,

quality, and pricing

quantitative data, vs. qualitative

questions, Drucker on wrong

quote-request value

R

randomness

ranking goals

ratings, by customers

readability

column width and

recreational vehicle rental company, case study

red, meaning of color

redundancy

registration form, integrated, for SAP

regular expressions, in landing-page reports

relevance

to ad messages,
call to action,
competitive,
of content,
for conversion funnel,
creating landing-page source,
to email,
improving for landing page,
in LIFT Model,
navigation,
to search keywords,
source,
target audience,
tone, , ,

research methods, characteristics of

responding, with urgency

return on investment (ROI), potential to improve

returns, anxiety and

revenue

reliable method for tracking
tying test results to

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

aversion
labels for,

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

limited sizes
selecting,

sampling bias

San Francisco Tours

SAP

case study,
integrated registration form

saturation level of color

scarcity

scent trail

and headlines,
landing page as disruption
and synonyms,

scientific method of controlled testing

in conversion optimization

scope creep

Screensaver. com

screenshot, static, vs. embedded video

scripts, for surveys

scroll heatmap

search engine

dynamic keyword insertion,
rankings
testing invisible to
visitors

search engine optimization (SEO)

conversion-rate optimization and,
impact of conversion-optimizing testing

search keywords, relevance to

search, pattern matching in

searching mindset

seasonality

effect on urgency,
impact on conversion rate

security, fulfillment anxiety and

segmentation

maintenance costs
of target audience,

selecting sample

self-selection bias

senior management, support from

services

availability, impact on conversion rate
direct cost,
tangible features,

“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

ads on sites
and segmentation

social proof

celebrity endorsements,
client logos,
customer ratings and reviews, ,
number of customers,
social media, ,
testimonials,

soft credibility

software vendors

development of test plans
images from

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

level for
for single static test page
traffic volume for

statistics

interpreting results
potential confusion from

Statistics Canada

strategic marketing optimization (SMO)

stylesheet test

subheads

subscription goals

success metrics

surveys

characteristics of
by email,
on-site,

synonyms, and scent trail

Sytropin, case study

T

Taguchi method

tangible costs

tangible features

target audience

relevance,

target audience groups

target markets

targeting

technical aspects of testing

expertise,

templates. See web page templates

test audience

test design document

test plan

test results

comparing isolations,
evaluating,
when tracking multiple goals
impact of
inconclusive,
risk of misinterpreting
tying to revenue

testable hypothesis

testimonials

testing. See also statistical significance of test results

accuracy of,
banner ad
choosing test area,
copy length
design document,
design tone
getting great results,
minimizing variations,
getting started,
goals for,
affiliate marketing goals
e-commerce
lead-generation goals
subscription goals
headlines
importance of
methodology,
minimum time period for
monitoring,
organizational barriers to approval,
on pricing
prioritizing
pages with high potential for improvement,
using data for,
product page templates,
seven-step process,
skunkworks
tangible feature lists
technical aspects
technical installation
usability, ,
against valid control,
value of
value proposition,
website design and content

testing expertise

text

thank-you page

collecting demographic and psychologic information on
in conversion funnel
goal trigger placed on

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

gathering costs for generation source,
levels, and statistical significance
randomly splitting incoming
volume for test page

traffic filter

transactional end, of conversion funnel

triggers

goal,
motivational

trust, in agency opinion

TRUSTe

trymyui.com

Twitter

buttons for,

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

in call to action,
external,
for fear of missing out
internal,
in LIFT Model
in PCTA area
rationale for
responding with,
seasonality effect on,

URLs

page-naming conventions, for aggregating metrics
unique landing page for traffic source

usability, anxiety

usability testing

characteristics of
reasons for misleading findings

usertesting.com

V

valid control, testing against

valid hypotheses, creating

value proposition

of AllPopArt
determining,
equation,
need for clarity on landing page
standardization for testing overall
testing,

variables, isolated

variations, minimizing in test

video case studies

video-editing professionals, workflow-automation applications for

visitors

motivating to move to next step in conversion funnel
perception filters of,
and points of distraction,
sources of,
unique

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

characteristics of
goals, vs. conversion-optimization goals,
for prioritizing tests

Web, changes in

web design, results vs. aesthetics

Web Form Design: Filling in the Forms (Wroblewski)

web page templates

for site-wide listings
testing,
viewing data at level,

web pages. See also forms

prioritizing,
easy test pages, ,
with high traffic volume,
redesign

webinar preregistration, case study

website-level information hierarchy

websites

basis for evaluating
branding limitations on design
errors,
importance to business,
performance
redesign
evolutionary,
impact of individual changes,
reduced conversion rate from
risks and costs of redesign,
single-product e-commerce
speed of,
underperformance,

weighted values of conversion

weighting table, prioritizing with

WiderFunnel. See also case studies

click heatmap,
client testing before contacting
and continuous improvement
conversion-rate optimization work
experience with Before & After tests
findings on similarity of responses across industry lines
preferred starting page for optimization
target audience experience
template testing by
test result averages
testing tips from
Tourism British Columbia and

WIIFM (What’s in it for me?)

WikiLeaks

WineExpress.com

case study

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

page-load times and site usage

Yantis, Steven

Z

Zappos

free shipping offers,

zoom-in functions, for images

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