"What Is Conversion Optimization?" introduces the scientific testing method, dispels common myths of conversion optimization and shows how to align your business goals with your website conversion goals. A case study in this chapter shows how a multi-test conversion optimization strategy improved website content engagement for a tourism organization.
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How Tourism British Columbia Increased Online Marketing Engagement by 44%
Tourism BC maximized content marketing effectiveness with their most engaged potential travellers by using conversion optimization throughout their lead generation funnel.
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- Chapter 1 "Why You Should Test That"
- Chapter 2 "What Is Conversion Optimization?"
- Chapter 3 "Prioritizing Testing Opportunities"
- Chapter 4 "Create Hypotheses with the LIFT Model"
- Chapter 5 "Optimize Your Value Proposition"
- Chapter 6 "Optimize for Relevance"
- Chapter 7 "Optimize for Clarity"
- Chapter 8 "Optimize for Anxiety"
- Chapter 9 "Optimize for Distraction"
- Chapter 10 "Optimize for Urgency"
- Chapter 11 "Test Your Hypotheses"
- Chapter 12 "Analyze Your Test Results"
- Chapter 13 "Strategic Marketing Optimization"
