Website design optimisation and testing books
Since I wrote my first book on web marketing 10 years ago, success in online marketing has required an ever more detailed approach as the discpline matures.
Specialist books on search engine optimization have been established for many years, but in 2008 we saw several new books on landing page optimisation to improve web design and messaging of which these are the two “must-haves” IMO.
I recommend Bryan Eisenberg’s book if you work for a small-medium business and are planning on using Google Analytics for testing your sites.
I recommend Tim Ash’s book if you work for a larger business and want to audit your existing testing approach or are starting to plan a website testing programme.
Before we get to the two main reviews, I also recommend:
Brian Clifton's book on Google Analytics
particularly if you are personally involved with configuration, or want to know how to use some of the reports to improve results.
Authors: Bryan Eisenberg, John Quarto-vonTivadar, Brett Crosby (Foreword by) with Lisa T. Davis
A great philosophy and a great title for a book, this provides the background on all the issues to consider when planning a website optimization programme with Google Website Optimizer
- Lot’s of case studies and example improvements to site performance to inspire you
- A great buyer behaviour framework to apply so that your site appeals to different types of behaviour
- Describes different forms of test that can be applied with the Google Website Optimizer
- Provides an outline plan of what to test with a short, 2-3 page guide on different topics like:
Tests you should check out are:
- Do anything test (multiple conversion goals)
- Linger tests
- Multipath tests
- Click tests
Ideas on what to test include:
- Up-sell and cross-sell
- User reviews
- Presence or absence of navigation
- Calls-to-action
On the downside, more details on implementation techniques for different tests such as Linger tests would be welcome although they are nicely explained in this free “website optimisation webinar”:”
Book 2: Landing Page Optimization
Author: Tim Ash
Compared to the Eisenberg book, this book has a more more strategic approach and style more suitable for larger businesses creating a test and measurement strategy rather than smaller businesses.Best Features:
- Strong on issues to consider when planning test test, e.g. how to guard against issues of SEO or decreased conversion.
- Part III has clear approach to assembling a team, getting buy-in and developing a testing plan.
- Also considers persona-based and behavioural issues of different segments with good critique on p62
On the downside, compared to the Eisenberg book:
- Less accessible overall – harder work although as with any book this may be rewarded.
- Fewer implementation details although there is a section on Google Website Optimizer
