This book will show readers how to create a conversion optimization strategy that aligns with business and marketing goals, find opportunities in web analytics reports, generate quality testing ideas, run online experiments, analyze results to discover the Why, and optimize to gain results that directly affect the bottom line. Conversion optimization expert Chris Goward first provides the necessary background on conversion optimization before guiding readers through analyzing current website data to prioritize experiment opportunities and choose the right testing methods. He then walks readers through employing the framework hes used with Fortune 500 clients, explaining step-by-step how to test and optimize a websites value proposition, relevance, clarity, user anxiety, user distraction, and sense of urgency. Readers then learn how to appropriately analyze the results to determine what to test next. Packed with step-by-step walkthroughs, hands-on exercises, case studies from known firms, and a beautiful full-color insert that reinforces key tactics, this book is sure to become a must-read for everyone interested in using conversion optimization to improve their bottom line.