Foreword. Introduction. PART I: A MARKETER’S VIEW OF TESTING: THE POWER OF OPTIMIZATION. Chapter 1: Always Be Testing? Chapter 2: Playing with Website Optimizer. Chapter 3: Understanding Website Optimizer’s Report. Chapter 4: Optimization Works: Examples for Lead Generation and Retail. Chapter 5: The Optimization Life Cycle. Chapter 6: Always Be Testing in Action: Acceller Case Study. Chapter 7: Simple Testing Concepts. Chapter 8: Developing a Testing Framework. Chapter 9: Establishing Testing Goals and Parameters. Chapter 10: Jigsaw Case Study. PART II: WHAT YOU SHOULD TEST. Chapter 11: Understanding What to Test. Chapter 12: WIIFM: What’s in It for Me? Chapter 13: Unique Value Proposition/Campaign Proposition. Chapter 14: The Buying Decision. Chapter 15: Categorization. Chapter 16: Usability. Chapter 17: Look and Feel. Chapter 18: Searchability. Chapter 19: Layout, Visual Clarity, and Eye Tracking. Chapter 20: Purchasing. Chapter 21: Tools. Chapter 22: Error Prevention. Chapter 23: Browser Compatibility. Chapter 24: Product Presentation. Chapter 25: Load Time. Chapter 26: AIDAS: Attention, Interest, Desire, Action, and Satisfaction. Chapter 27: Security/Privacy. Chapter 28: Trust and Credibility. Chapter 29: Product Selection/Categorization/Search Results. Chapter 30: Navigation/Use of Links. Chapter 31: Up–Sell/Cross–Sell. Chapter 32: Calls to Action. Chapter 33: Point–of–Action Assurances. Chapter 34: Persuasive Copywriting. Chapter 35: Content. Chapter 36: Headlines. Chapter 37: Readability. Chapter 38: Use of Color and Images. Chapter 39: Terminology/Jargon. Chapter 40: “We We”: Customer–Focused Language. Chapter 41: Using Reviews. PART III: DIVING DEEP FOR THE TECHNICALLY CHALLENGED. Chapter 42: Mathematics, Misperceptions, and Misinformation. Chapter 43: How Website Optimizer’s Scripts Work. Chapter 44: Using Website Optimizer on Static and Dynamic Sites. Chapter 45: Tracking Key Events and Other Advanced Topics. Chapter 46: Website Optimizer’s Plug–in for WordPress. Appendix: Useful Resources. Index.