Introduction
What is a Conversion Scientist?
The Web Deserter
The Search Engine Obfuscator
The “Pretty Sells” Designer
1. What is Conversion Science?
Conversion Defined
The Scientific Method Isn’t Scary
Ignore the Scientific Method at Your Peril
Measuring Conversion
Changing Your Conversion Rate
Making the Science Work for Your Business
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
2. Your Digital Laboratory
Using the Digital Lab to Run Rings Around Your Competitors
Adding Analytics to the Lab
What Analytics Measure
What is Conversion Science?
Visits, visitors or pageviews?
Lies, Damn lies and Analytics
Interesting Questions You Should Be Able to Ask
Why do people leave our site without buying, trying or subscribing?
Adding Some Spy Equipment
3. So What Kind of Website Should You Be Running?
Your Core Customer Creation Equation
The Brochure Site
The Publication Site
The Online Store
The Consultative Site
The Online Service
The Conversion Formula Quiz
Your Current Site is Using the Wrong Formula
Your Customers Want You to Be Something Different
Your Situation Allows You to Choose Something More Effective
Conversion is About More than Just Web Pages
4. Conversion is About More Than Web Pages
Conversion to Awareness, Consideration and Action
Strategies for the Brochure
Strategies for the Publication Signature
Strategies for the Online Store
Strategies for the Consultative Site
Strategies for the Online Service
The Customer Creation Equation
Mixing and Matching Formulas
5. Catching Conversions
Funnels help us generate hypotheses
Tripwires Tell You When Someone Converts
Tracking Subscribers to Your Email Lists
Tracking Third Party Services
Tracking Clicks on Content
Tracking Social Media Success
Tracking E-commerce Transactions
Tracking Calls
Tracking Store Visits
Bring it All Together in Your Digital Lab
6. How Content Fuels Conversion
Powering Your Online Marketing 109 The “Markishing” Department
Sources of Content
Cascading Content
Automating Content that Converts
Track All of This in Your Digital Lab