Which Sells Best: A Quick Start Guide to Testing for Retailers (eBook)
By Bryan Eisenberg & Anthony Garcia
(45 page PDF) to download.
Landing page optimization for retailers is no longer a buzzword it is a requirement.
The rising cost of online traffic means marketers are paying more for less return on their ad dollars. To keep up, online retailers must roll up their sleeves and dive into landing page optimization. Optimizing your landing pages using established testing methods is a proven means of increasing your conversion rates and realizing improved ROI.
One of the questions we are most often asked is " I want to test, but where do I get started?" In this 45 page PDF we give you the answer. The authors don' t simply explain the mechanics of testing; Which Sells Best introduces a proven model that has rewarded many of our clients with impressive increases in conversion. You' ll avoid common mistakes and accelerate your path to testing success by following the practical steps outlined in this short yet comprehensive guide.
Readers will learn:
- A framework to achieve maximum results from their testing efforts.
- 10 top things to test on your retail site.
- How to identify which pages and sections of their site they should test first.
- How to get the fastest results from testing now.
- Types of online testing
- Factors that determine online success
- Knowing your customers
- Establishing testing goals and parameters
- Identifying a control page
- Determining a time/quantity test interval
This is the pre-cursor to the more complete Always Be Testing: The Complete Guide to Google Website Optimizer available at all major bookstores.
What Others Are Saying About "Which Sells Best"
"Which Sells Best" takes online testing to a surprising level of depth and insight. I've been testing since '94, including managing hundreds of tests when I managaed Dell.com's consumer site (1999 to 2003). This report provides not only strategies, tactics and tips, but a comprehensive framework for achieving excellence in the field.
Sam Decker, VP of Marketing & Products for Bazaarvoice
This primer on testing will help any online marketer become familiar with and use proper testing techniques. We plan to incorporate its lessons into our upcoming Marketing Workshop!
Joan Broughton, Shop.org Vice President, Content and Education
Testing is easy, right? You try this, you try that, and you see which works best. Yes and no. Testing is complicated, right? Experimentation, hypothesis, Bayesian mathematics, standard deviations and statistical significance. Yes and no. "Which Sells Best" is the quick and easy to read primer on how to make your website better. Not by committee, not by listening to 'experts' and not by doing what the CEO wants just because the CEO wants it. "Which Sells Best" lays it out very clearly and very quickly. Want your website to be better?
Bryan Eisenberg and Anthony Garcia have been making solid, logical sense out of doing business online for as long as people have been doing business online. They wrote this guide to show you the way and explain the process. You will enjoy reading it and you will learn something - I did.
Jim Sterne, Producer Emetrics Summit & President, www.WebAnalyticsAssociation.org
This report will have your company in the fore front and the cutting edge of online marketing. Having worked with Bryan and his team and seen first hand the remarkable success of their methodology I am convinced you will reap tons of benefit from Which Sells Best.
Pinny Gniwisch, Founder & EVP Marketing Ice.com
