January 2013
Intermediate to advanced
360 pages
9h 58m
English
book
You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
by Chris Goward
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Chapter 13
Strategic Marketing Optimization
An ounce of practice is worth more than tons of preaching.
—Mahatma Gandhi
The term conversion-rate optimization is a misnomer. It implies that conversion-rate improvement should be the sole goal of your testing work. That’s a limited view.
Although conversion-rate lift is important and should be a goal for individual tests, the result of a testing strategy produces much more. As you’ve seen from the case studies in this book, test results can produce massive revenue improvement, learning, and customer insights. Forward-thinking CMOs and business leaders use these quantitatively tested insights to create a positive feedback loop into their marketing and business strategies.
Beyond even those outcomes, ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.