Website Optimization: An Hour a Day
Surveys won’t tell you how to create the best layouts and content to maximize your conversion rate, however. Only the most serious usability problems will be revealed with a survey.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
user testing as an exercise where you observe a small group or a single user attempting to accomplish a predefined task on your website. User testing can be an important method for generating hypotheses; but used alone, it isn’t conversion optimization.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
consider three criteria in prioritizing which pages to test and in which order. They are as follows: Potential How much improvement can be made on the pages? Importance How valuable is the traffic to the pages? Ease How complicated will the test be to implement on the page or template?
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
(consider dynamic keyword insertion).