INTRODUCTION
CHAPTER 1: WHAT IS CONVERSION SCIENCE?
The Scientific Method Isn’t Scary
Ignore the Scientific Method at Your Peril
Measuring Conversion
Changing Your Conversion Rate
Small Increases in Conversion Deliver Big Increases for Your Business
The Incredible Measurable Web
Market Research is a Collection of Hypotheses, Not Answers
Look at Every Change as an Experiment
CHAPTER 2: YOUR DIGITAL CONVERSION LABORATORY
Adding Analytics to Your Lab
What Do Analytics Measure?
Visitors, Visits, or Pageviews?
Lies, Damn Lies, and Analytics
Spy on Your Competitors
CHAPTER 3: WHAT KIND OF WEBSITE SHOULD YOU BE RUNNING?
The Five Primary Conversion Formulas:
The Brochure Site
The Publication Site
The Online Store
The Consultative Site
The Online Service
Which Conversion Formula Do You Use?
Three Reasons You Might be Better Off Using Another Formula
CHAPTER 4: CONVERSION IS ABOUT MORE THAN WEB PAGES
Conversion to Awareness
Conversion to Consideration
Conversion to Action
Strategies for Each of the Five Formulas
Mixing and Matching Formulas
CHAPTER 5: CATCHING CONVERSIONS
Funnels Help You Generate Hypotheses
Tripwires Tell You When Someone Converts
Tracking Subscribers to Your Email Lists
Tracking Third-Party Services and Clicks on Content
Tracking Social Media Success and ECommerce Transactions
Using Google Analytics
Don’t be Deceived by Visitors
Tracking Calls and Store Visits
CHAPTER 6: HOW CONTENT FUELS CONVERSION
Powering Your Online Marketing
Your “Markishing” Department: Who Does What?
Sources of Content
Cascading Content
Tap the Natural Power of the Internet
Change Your Mind About Blogs
Monitor How Your Content is Performing
CHAPTER 7: CHARGE YOUR MARKETING BATTERIES FOR MORE SALES
Traffic Isn’t Cheap
Store Your Advertising Investment in Marketing Batteries
Four Types of Batteries to Charge:
Subscriber
Customer
Social
Mobile
Choosing an Email Service Provider
Not All Content Discharges the Same Way
Track Your Charges
CHAPTER 8: LANDING PAGES PUT MONEY IN YOUR POCKET
Alternatives to Home
Why Your Pages Fail to Keep Your Promises
Product Pages Should be Treated as Landing Pages
Seven Steps for Building Landing Pages Backward
Arranging the Elements of Your Landing Page
CHAPTER 9: KEEPING BUYERS FROM CHECKING OUT WHEN THEY CHECK OUT
Why Ready Buyers Freeze
Is Your Checkout Process Scaring Off Buyers?
Two Types of Abandonment
When Abandonment Rates are High
Resurrecting Buyers After They Leave
View Your Checkout Process as a Service
CHAPTER 10: GETTING VISITORS PAST THE HOME PAGE
The Battle for the Home Page
Key Concepts in Home Page Design
Home Pages for Each of the Five Formulas
Your Designer Probably Led You Astray
Mobile Home Pages
Use Three Key Stats to Monitor Home Page Performance
CHAPTER 11: SOCIAL MEDIA: FINDING MUSIC IN THE NOISE
Another Attempt to Define Social Media
Two Basic Approaches to Social Media
Conversation is the Tune Your Social Network Dances To
Social Media Landing Pages
Influencers Earn Their Reputation
On-network vs. Off-network Landing Pages
The Turn: Switching from Pull to Push
Using Social Media to Charge Your Subscriber Battery
The Case for Email
Exporting Social Connections from Social Networks
Charge Your Subscription List with Facebook Applications
Control and Track Your Social Media Strategy
CHAPTER 12: ADVANCED CURRICULUM IN VISITOR STUDIES
You Don’t Get a Vote
Forget What You Know About Your Customers
Identify Triggers
Compose a Customer Commentary
Target Your Best Visitors
Four Modes of Research
What Do You Want Your Visitors to Do?
Breathe Life Into Your Rock Star Personas
Where Do You Keep All of This?
No Experiment is a Failure as Long as You Learn Something From It
CONCLUSION
REFERENCES
ACKNOWLEDGMENTS
ABOUT BRIAN MASSEY
CONVERSION SCIENCES GROWS ONLINE BUSINESSES