TABLE OF CONTENTS
Preface
Introduction
- Transparent Marketing: How to Earn the Trust of a Skeptical Consumer
- Marketer's Intuition: Trustworthy? -Testing Proved Intuition Wrong at least 50% of the Time
- Marketing Blueprint: A Fifteen-Step Plan for Optimizing Your Marketing-Our Tests Yielded Increases in Revenue of 14.7% to 31.5%
- Marketing Blueprint in Practice: Case Histories and Success Stories from a Simple Conversion Increase of 36% to a Compounded Conversion of 6,068%
Section One - Product
- Value Proposition: How To Effectively Determine and Communicate Your Value Proposition-Of Nearly 400 Entries in Our Contest, None Had a Perfect Score and 86% Scored Second from The Lowest
- Domain/Product Name Testing: We Achieved a 9% Increase in CTR by Changing Just One Word
- Profit from Inbound Customer Service: How CSRs Increased Sales 14% for as Much as $110,448 per Year per CSR
- Price Testing: How We More Than Doubled ROI, Which Increased Retention, and Generated 77% More Revenue
Section Two - Presentation
- The Power of Small Changes: How Three Small Changes Yielded a Cumulative Increase in Conversion of 104%
- Conversion Rate Optimization: How Our Test Site Improved Its Overall Conversion Rate by 41.8%
- Optimizing Landing Pages: How Making Changes to a Few Key Elements Can Increase Landing Page Conversions by 40% or More
- Optimizing Subscription Pathways: How We Increased Conversions by 300% and Subscriptions by 711%
- A/B Split Testing: How We Increased Sales via Specificity in Email by 43.4%; Sales Through Awareness of the Relation of Language and Monitor Resolution by 15.7%; and Conversion by 15.3% Through a Holistic Redesign of the Site
- Multivariable Testing: How Testing Multiple Changes Simultaneously Improved Conversion by 8.5% to as Much as 65.8%
- Testing Headlines: How Optimizing Your Headlines Can Improve Your Website's Conversion Rate by 73% or More
- Shopping Cart Recovery: How We Achieved a 263% Increase in the Recovery of Abandoned Carts by Refining Our Email Messaging
- The Compounding Effect of Micro-Gains: How Nine Small Changes Yielded a 6.22% Increase in Traffic, an 8.5% Increase in Conversion, and a Monthly Increase in Compounded Profit of 322%
Section Three - Channel
- PPC Advertising: How Our PPC Ad Copy Testing Improved Our Click-Through Rate by as Much as 121%
- Click Fraud: We Discovered as Much as 29.5% Click Fraud, that Fraud Increases with Bid Price, and that Google Seemed To Detect Very Little Fraud
- How Difficult Is It To Detect Click Fraud on Your Own Website?: How We Detected 17.98% Fraudulent Search Traffic on Our Test Site in 24 Hours and Lost Nearly $7,500 in Three Days
- Press Releases: We Discovered that Traceable Traffic from Press Releases Was 56.3% Less Expensive than from PPC Engines
- Conversion Erosion: We Discovered that Without Competitive Analysis Your Conversion Rate Will Inevitably Decline by as Much As 72.6% in a Year-and-a-Half
- The Impact of SPAM and the CAN-SPAM Law on Email Marketing: We Discovered that at least 47% of Email in Our Test Groups was SPAM, that More than Half the World's Email Is SPAM, and that by One Estimate The World Loses $20B per Year in Lost Productivity
- A 90-Day PPC Plan: How We Generated More Than $1.6K Profitable PPC Visits in 90 Days and the Protocol You Can Use To Do Much the Same
Appendix: Configurator: How We Reduced Misguided Clicks To Achieve an 11.74% Conversion Rate Through the Primary Order Path
Bibliography
Invitation To Become a Certified Online Testing Professional
Call for Research Partners
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MarketingExperiments Compendium: 24 Scientifically-Proven tests to Increase Results
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