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See what's includedWebsite 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:
[amazon-product text="Brian Clifton's book on Google Analytics" type="text"]/0470253126[/amazon-product]
particularly if you are personally involved with configuration, or want to know how to use some of the reports to improve results.
[amazon-product align="center"]0470253126[/amazon-product]
Authors: Bryan Eisenberg, John Quarto-vonTivadar, Brett Crosby (Foreword by) with Lisa T. Davis
[amazon-product align="center"]0470290633[/amazon-product]
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
Tests you should check out are:
Ideas on what to test include:
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":"
Author: Tim Ash
[amazon-product align="center"]0470174625[/amazon-product]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:
On the downside, compared to the Eisenberg book:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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