The Definitive Guide To Conversion Optimization

The Definitive Guide To Conversion Optimization

Written by Neil Patel & Joseph Putman


  • Why Did We Write This Guide?

    Conversion rate optimization (CRO) provides a significant opportunity for businesses of any size. It takes a scientific approach to optimizing websites and enables businesses (and organizations) to convert more visitors into subscribers or customers. We wrote this guide to help anyone interested in conversion rate optimization learn how to get started and how to get the best possible results with their testing program.

  • Who This Guide Is For?

    This guide is for entrepreneurs, founders, marketers, bloggers, and anyone else who would like to improve conversion rates on their website. You’ll find the guide useful for many different types of organizations, including eCommerce stores, SaaS businesses, non-profit organizations, political campaigns, and more.

  • How Should You Use This Guide?

    Each chapter can be read individually, but to get the most out of the guide, you should read it from start to finish, take notes, and apply what you’re learning as you go. You can also bookmark the guide and come back to it for reference as needed.

  1. Chapter One An Introduction To Conversion Rate Optimization:
    What It Is & Why It’s So Valuable

    In this chapter you’ll learn exactly what conversion rate optimization is and why it’s so valuable to organizations. You’ll also learn how the 2008 Obama Presidential Campaign generated 2,880,000 million additional e-mail supporters, 288,000 more volunteers, and $60 million in additional revenue with a 40.6% increase in conversions.

    Take Me To Chapter One

  2. Chapter Two Getting Started: Why You Should Begin By Gathering Data

    Chapter two explains why gathering data should be the first step for any conversion rate optimization project because without it, you can end up wasting time and losing money. The chapter continues by presenting some of the best ways to gather data and concludes with a case study about how Switch Video increased conversions 221% with a one-word-button-copy change.

    Take Me To Chapter Two

  3. Chapter Three How To Mine Your Data For Actionable Conversion Insights

    Once you gather data, you need to know what to do with it. This chapter discusses how to mine your data for actionable conversion insights. You’ll learn how to evaluate customer surveys and user tests to learn more about your site visitors and customers.

    Take Me To Chapter Three

  4. Chapter Four How To
    Run Your First A/B Test To Find A Winning Variation

    The next step after gathering data is to come up with a hypothesis and to run your first A/B test. This chapter walks you through step by step how to set up your first test in order to find a winning variation and to improve your sites conversion rates.

    Take Me To Chapter Four

  5. Chapter Five How To Interpret Your A/B Test Results

    The final step for A/B testing is to interpret the results and select a winning variation. This chapter discusses how to do so and presents the key factors you need to consider when choosing a winner.

    Take Me To Chapter Five

  6. Chapter Six What Should You Be Testing?

    Now that you have a better idea of what conversion rate optimization is and how to carry about an A/B test, it’s time to talk about what you should be testing. The final answer will depend on what you learn from the data gathering stage, but this chapter provides 20 ideas as a starting point for your testing plan.

    Take Me To Chapter Six

  7. Chapter Seven 30 Expert Tips
    For Better Conversion Rate Optimization Results

    This chapter provides 30 expert tips to provide you with better CRO results. You’ll learn why you should run A/B tests instead of multivariate tests (especially in the beginning), why you need to optimize for revenue not just conversions, and much, much more.

    Take Me To Chapter Seven

  8. Chapter Eight A/B Testing Mistakes Even The Experts Make

    The guide concludes with a list of common A/B testing mistakes even the experts make. Reading this chapter will help you avoid some of the common pitfalls that can sabotage results for beginners and pros alike.

    Take Me To Chapter Eight

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