Always Be Testing: THE COMPLETE GUIDE TO GOOGLE™ WEBSITE OPTIMIZER -- Acknowledgments -- About the Authors -- Contents -- Foreword -- Introduction -- Part I: A Marketer's View of Testing: The Power of Optimization -- Chapter 1: Always Be Testing? -- A System for Closing -- Scientific Advertising -- The Court of Only Resort -- Developing an Always Be Testing Culture -- Why We Endorse (and Use) Website Optimizer -- What Makes This Book the "Complete" Guide? -- Chapter 2: Playing with Website Optimizer -- Ten Minutes to Testing -- Headline Copy Strategies -- Want to Run a Few More Tests? -- Multivariate Testing: Sections, Variations, and Combinations -- More Website Optimizer Tests -- Avoid Swimming in Data -- Chapter 3: Understanding Website Optimizer's Report -- Combination Report -- Page Section Report -- Chapter 4: Optimization Works: Examples for Lead Generation and Retail -- Finding Your Groove -- Geico's Disconnect -- Doctor FootCare Rewind -- Volvo Excavates Leads -- Danica Meets Go Daddy's Home Page -- Dell's Choices -- Max Effect's Show-and-Tell -- Testing Is for Everyone -- Chapter 5: The Optimization Life Cycle -- Miguel and Denise Need a New Cable Service -- Hitting the Optimization Wall? -- Navigating the Phases of the Optimization Life Cycle -- Marketing Challenges -- Chapter 6: Always Be Testing in Action: Acceller Case Study -- Chapter 7: Simple Testing Concepts -- Of Variables and Variations -- The Hypothesis -- Designing the Test -- Types of Tests -- Chapter 8: Developing a Testing Framework -- Factors That Determine Online Success: The Web Performance Equation -- Online Marketing 101 -- Know Thy Customer -- Chapter 9: Establishing Testing Goals and Parameters -- Three Steps to Goals and Parameters -- Actually Getting Started -- Chapter 10: Jigsaw Case Study -- Phase 1: Planning -- Phase 2: Testing.

Phase 3: Putting It All Together -- Lessons Learned: What Testing Taught Jigsaw About Its Customers -- Part II: What You Should Test -- Chapter 11: Understanding What to Test -- Create a Descriptive Name -- Define Your Goal -- Determine How You Will Achieve Your Goal -- Define the Control Variable/Variation -- State Your Hypothesis -- Let the Test Rip -- Measure and Analyze Your Results -- The Lowly Button -- The Bottom Line -- Chapter 12: WIIFM: What's in It for Me? -- Competitive/Assertive -- Spontaneous/Amiable -- Humanistic/Expressive -- Methodical/Analytical -- One Page, Multiple Needs -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 13: Unique Value Proposition/Campaign Proposition -- Questions to Ask -- Exercises -- What to Test -- Apply This to Your Site -- Chapter 14: The Buying Decision -- The Complexity of the Sale -- Scent Trails -- Point-of-Action or Shop-with-Confidence Messaging -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 15: Categorization -- Questions to Ask -- Exercises -- What to Test -- Apply This to Your Site -- Chapter 16: Usability -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 17: Look and Feel -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 18: Searchability -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 19: Layout, Visual Clarity, and Eye Tracking -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 20: Purchasing -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 21: Tools -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 22: Error Prevention -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site.

Chapter 23: Browser Compatibility -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 24: Product Presentation -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 25: Load Time -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 26: AIDAS: Attention, Interest, Desire, Action, and Satisfaction -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 27: Security/Privacy -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 28: Trust and Credibility -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 29: Product Selection/Categorization/Search Results -- Online, Expectations Are Different -- Plan to Help Visitors Find the Right Product -- Questions to Ask -- What to Test -- Apply This to Your Site -- Chapter 30: Chapter Navigation/Use of Links -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 31: Up-Sell/Cross-Sell -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 32: Calls to Action -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 33: Point-of-Action Assurances -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 34: Persuasive Copywriting -- Use Active Voice -- Avoid Jargon -- Be Specific -- Speak to the Four Buying Modalities -- Benefits/Features -- Identify Other Opportunities to Write Persuasively -- Questions to Ask -- Exercises -- What to Test -- Apply This to Your Site -- Chapter 35: Content -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 36: Headlines -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 37: Readability.

Scanning and Skimming -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 38: Use of Color and Images -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 39: Terminology/Jargon -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 40: "We We": Customer-Focused Language -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Chapter 41: Using Reviews -- Questions to Ask -- Exercise -- What to Test -- Apply This to Your Site -- Part III: Diving Deep for the Technically Challenged -- Chapter 42: Mathematics, Misperceptions, and Misinformation -- Finding Your Center -- The Spread of Your Data -- Statistical Significance and Sampling -- Local vs. Global Maximum -- The Heart of the Problem: The Two-Armed Bandit -- Degrees of Freedom -- Orthogonality -- Chapter 43: How Website Optimizer's Scripts Work -- Three Vital Script Functions -- Marco Polo's Cookie -- Multiple Tests, One Conversion Page -- Multiple Tests Running on the Same Site -- Chapter 44: Using Website Optimizer on Static and Dynamic Sites -- What Is a Static Site? -- What Is a Dynamic Site? -- Mixed Static and Dynamic Sites -- Applying Website Optimizer to a Static Site -- Applying Website Optimizer to a Dynamic Site -- Choose the Approach Appropriate to Your Site -- Chapter 45: Tracking Key Events and Other Advanced Topics -- Testing Subsets of Your Traffic -- Testing Less Than 100 Percent of Traffic -- How Long Should Testing Last? -- Modifying the Weight of Each Combination in the Testing Sample -- Testing for Key User Events (Clicks and Submits) -- Using a Timer to Fire Off a Conversion -- Testing Flash Video Events -- Stacking Events -- Explore the Bleeding Edge (If You Dare) -- Nothing Takes the Place of Planning -- Chapter 46: Website Optimizer's Plug-in for WordPress.

Will It Work on Your WordPress Blog? -- Installing the Plug-in -- What to Do Before Using the Plug-in -- Detailed Setup Instructions for Website Optimizer -- Creating Additional Experiments -- Appendix: Useful Resources -- Analytics and Testing -- Blogs -- Books -- General Links to Key Topics -- Google Documentation and Support -- Other Publications by the FutureNow Team -- Index.