Machine generated contents note: ch. 1 Setting the Website Optimization Scene -- Introduction to Website Optimization -- The Rise of Website Optimization: The Aftermath of the Dot-com Bubble Bursting -- The Differences between Landing Page Optimization, Conversion Rate Optimization, Website Testing, and Website Optimization -- The Difference between Website Optimization and Search Engine Optimization (SEO) -- ch. 2 Set Up and Improve Usage of Key Web Analytics and Testing Tools -- Week 1 Learn the Importance of and Set Up an Analytics Tool -- Monday: Understand the Need for Web Analytics Data to Help Website Optimization Efforts -- Tuesday: Select a Web Analytics Tool for Your Website -- Wednesday: Implement Your Web Analytics Tool and Test to Make Sure It's Working Correctly -- Thursday: Know How to Set Up Your Website Conversion Goals -- Friday: Set Up Key Segments of Visitors to Monitor and Target --

Contents note continued: Week 2 Find Your Website Conversion Rate, Success Metrics, Benchmark, and Set Targets -- Monday: Check Your Current Traffic Levels and Set Targets -- Tuesday: Check Your Website's Overall Conversion Rate and Set Targets -- Wednesday: Check Your Repeat Visit Rate and Set a Target -- Thursday: Find Specific Success Metrics for Your Website Type and Benchmark -- Friday: Set Targets for Your Success Metrics -- Week 3 Learn the Importance of and Set Up a Website Testing Tool -- Monday: Understand the Importance of Having a Testing Tool -- Tuesday: Familiarize Yourself with the Available Website Testing Tools -- Wednesday: Determine a Budget and Understand Possible Technical Barriers for Tool Selection -- Thursday: Implement Your Testing Tool, Setup, and QA Test Campaigns -- Friday: Understand Web Testing Tool Terminology, Concepts, and Reports -- ch. 3 Lay the Foundations for Optimization Success --

Contents note continued: Week 4 Learn Key Optimization Fundamentals to Help You Succeed -- Monday: Identify Your Company's Current Website Optimization Performance -- Tuesday: Evangelize and Create an Analytics and Optimization Culture -- Wednesday: Prepare a Better Initial Website Optimization Strategy -- Thursday: Create Detailed Test Plans -- Friday: Consider Test Outsourcing---When and Why -- Week 5 Understand and Create an Optimization Organization -- Monday: Find an Executive Sponsor for Your Optimization Efforts -- Tuesday: Gain Buy-in from Key Stakeholders -- Wednesday: Assemble a Dedicated Optimization Team -- Thursday: Integrate Testing and Optimization Web Processes into Your Company -- Friday: Communicate, Review, and Iterate -- Week 6 Learn Testing Best Practices to Improve Your Success -- Monday: Use an Insightful, Hypothesis-Driven, and Iterative Testing Approach -- Tuesday: Learn Strategies for Creating Effective Tests --

Contents note continued: Wednesday: Learn the Power of Targeting and Personalization for Improving Conversions -- Thursday: Avoid Common Mistakes When Creating and Running Your Tests -- Friday: Learn How to Analyze Results and Determine a Test Winner -- ch. 4 Understand Your Visitors and Their Need---the Keys to Website Optimization -- Week 7 Create Personas and Use Cases for Your Main Visitor Needs -- Monday: Put Yourself in Your Visitor's Shoes to Help Create Personas and Use Cases -- Tuesday: Create Some Simple Personas for Your Visitors -- Wednesday: Create Use Cases for Your Website -- Thursday: Re-create the Use Cases on Your Website and Grade the Ease of Doing So -- Friday: Learn How to Get Even Greater Value from Your Use Cases -- Week 8 Create a Unique Value Proposition and Clearly Promote It -- Monday: Understand Your Current Unique Value Proposition from Your Visitor's Perspective -- Tuesday: Survey Your Visitors to Help Create Your Value Proposition --

Contents note continued: Wednesday: Learn from Competitor Websites to Improve Your Value Proposition -- Thursday: Create or Improve the Unique Value Proposition for Your Website -- Friday: Effectively Promote Your Unique Value Proposition on Your Site -- Week 9 Understand Your Visitors' Intent by Visually Analyzing Them -- Monday: Learn the Importance of Visually Analyzing Your Website Visitors -- Tuesday: Check Click Heat Maps for Your Key Pages -- Wednesday: Use Eye Tracking Tools to Understand Visitors' Eye Flow -- Thursday: Use Visitor Recording Tools to Gain a Complete View of Your Visitor's Experience -- Friday: Implement Tools and Gather and Review Visual Analysis for Insights -- Week 10 Generate Insights from Visitor Satisfaction and Feedback Tools -- Monday: Learn the Importance of the Voice of Your Visitors and Asking for Feedback -- Tuesday: Survey Your Website Visitors to Gain Feedback and Insights --

Contents note continued: Wednesday: Use Website Feedback Rating Tools to Gain Further Insight -- Thursday: Gain Feedback on the Usability and Task Completion Rate of Your Website -- Friday: Make Use of Web Chat Tools to Gain Additional Insight -- ch. 5 Build the Foundation of a Better Converting Website -- Week 11 Understand and Improve Your Website's Layout -- Monday: Understand the Impact of Your Web Page Fold -- Tuesday: Understand the Impact of Your Website Design on Eye Flow -- Wednesday: Check Your Website in Different Browsers and Resolutions -- Thursday: Learn Other Website Layout Best Practices -- Friday: Check How Your Email Marketing Efforts Look -- Week 12 Improve Page Load Speed -- Monday: Understand the Negative Impact of Slow Page Load -- Tuesday: Check How Fast Your Web Pages Load and Diagnose Issues -- Wednesday: Limit and Optimize Your Usage of Slow-Loading Website Elements --

Contents note continued: Thursday: Reduce the File Size of Your Images and Videos, and the Length of Your Page Code -- Friday: Optimize the Delivery of Your Website Content -- Week 13 Optimize Your Navigation Menus and Links -- Monday: Learn the Importance of Navigation Menus and Links -- Tuesday: Optimize the Contents, Usability, and Location of Your Navigation Menus -- Wednesday: Optimize Your Usage of Navigation Drop-Down or Fly-Out Menus -- Thursday: Improve Your Usage of Website Navigation Links -- Friday: Learn Other Best Practices to Help Visitors Navigate Your Website -- Week 14 Optimize and Learn from Your Internal Site Search -- Monday: Offer a Good Internal Search Tool -- Tuesday: Optimize Your Internal Site Search Location -- Wednesday: Optimize Your Internal Site Search Functionality and Usability -- Thursday: Optimize Your Internal Site Search Results -- Friday: Analyze Your Top Internal Keywords for Additional Insights --

Contents note continued: ch. 6 Learn the Power of Influence and Persuasion on Visitors and Conversions -- Week 15 Influence Your Visitors by Optimizing Your Calls-to-Action, Headlines, and Text -- Monday: Review and Optimize Your Headlines and Subheaders -- Tuesday: Review and Optimize Your Call-to-Action Buttons and Links -- Wednesday: Learn Other Best Practices for Improving Your CTAs -- Thursday: Shorten Long Sections of Text and Convey Key Points -- Friday: Make Sure Your Website Text Is Easy to Read, Understand, and Relate To -- Week 16 Influence by Optimizing Your Images, Promotions, Videos, Rich Media, and Advertising -- Monday: Optimize Your Usage of Images -- Tuesday: Optimize Your Promotional Banners -- Wednesday: Optimize Your Onsite Advertising -- Thursday: Optimize Your Video Usage -- Friday: Use Rich Media Website Greeters to Increase Engagement and Influence -- Week 17 Harness the Power of Social Proof, Reciprocity, and Scarcity --

Contents note continued: Monday: Build Social Proof by Optimizing Your Testimonials -- Tuesday: Build Social Proof by Optimizing Your Usage of Ratings and Reviews -- Wednesday: Other Best Practices to Help Improve Your Social Proof -- Thursday: Use Scarcity to Influence Your Visitors -- Friday: Influence Your Visitors by Using Reciprocity -- Week 18 Influence by Making Your Visitors Feel Safer and Building Trust -- Monday: Optimize the Display of Security and Trust Seals and Symbols -- Tuesday: Make Use of Supporting Text and Pages to Build Trust and Security -- Wednesday: Reduce the Risk of Purchasing for the Visitor -- Thursday: Optimize Your Customer Support and Contact Options -- Friday: Learn Other Best Practices for Increasing Levels of Trust and Security -- ch. 7 Optimization Best Practices and Test Ideas for Different Page Types and Flows -- Week 19 Focus On and Optimize Your Home Page -- Monday: Learn How Your Home Page Is Being Judged and Check the Bounce Rate --

Contents note continued: Tuesday: Find Out What Your Visitors Click and Do on Your Home Page -- Wednesday: Shorten and Declutter Your Home Page -- Thursday: Give Your Visitors a Few Clear Choices to Meet Their Needs and Your Goals -- Friday: Learn Other Testing Ideas for Your Home Page -- Week 20 Optimize Your Product, Service, Lead Generation, and Other Key Pages -- Monday: Optimize Your Product Pages -- Tuesday: Optimize Your Service Pages -- Wednesday: Optimize Your Lead Generation Pages -- Thursday: Optimize Your Category Pages -- Friday: Optimize Your Pages That Compare Product or Service Options -- Week 21 Optimize Your Shopping Cart and Checkout Flow -- Monday: Check Your Shopping Cart and Checkout Flow Conversion Rates -- Tuesday: Optimize Your Shopping Cart Page -- Wednesday: Optimize Your Checkout Flow -- Thursday: Optimize Your Order Review and Confirmation Pages -- Friday: Learn Other Advanced Shopping Cart Best Practices --

Contents note continued: Week 22 Identify Other Key Pages and Flows for Optimization -- Monday: Identify Issues with Top Entry Pages and Optimize -- Tuesday: Identify Issues with Top Exit Pages and Optimize -- Wednesday: Identify Issues with Your Other Top Conversion Flows -- Thursday: Look for Issues with Traffic Sources Leading to Your Conversion Flows -- Friday: Identify Other Pages with High Impact on Conversion to Optimize -- Week 23 Optimize Your Website's Mobile Experience -- Monday: Check the Percentage of Mobile Traffic, Conversion Rate, and Bounce Rates -- Tuesday: Check What Your Website Looks Like on Mobile Devices -- Wednesday: Understand the Need for a Mobile Version of Your Website -- Thursday: Optimize the Mobile Version of Your Website -- Friday: Consider Making an App Version of Your Website -- ch. 8 Keep Them Coming Back---Optimize for Repeat Visits -- Week 24 Focus on and Generate More Repeat Visits --

Contents note continued: Monday: Learn the Importance and Benefits of Repeat Visits -- Tuesday: Check Your Repeat Visits and Analyze for What Causes Them to Come Back -- Wednesday: Obtain More Visitor Email Addresses to Market to and Encourage Repeat Visits -- Thursday: Create Content That Encourages Visitors to Come Back More Often -- Friday: Retarget Your Repeat Visitors via Contextual Banner Ads on Other Sites -- Week 25 Optimize Your Registration or Sign-Up Pages to Get More Repeat Visits -- Monday: Check the Performance of Your Registration or Sign-Up Pages -- Tuesday: Focus on the Benefits of Signing Up or Registering -- Wednesday: Optimize Your Sign-Up and Registration Forms and Pages -- Thursday: Optimize Your Newsletter Sign-Up Forms -- Friday: Test Other Ways to Increase Completion Rates on Your Registration or Sign-Up Pages -- Week 26 Optimize Your Email Marketing Efforts to Get More Repeat Visits --

Contents note continued: Monday: Learn Best Practices and Test Ideas for All Email Marketing Methods -- Tuesday: Run Email A/B Tests to Find the Most Engaging Emails -- Wednesday: Create and Optimize Your Confirmation Emails -- Thursday: Create and Optimize Your Follow-Up Emails -- Friday: Try Using Advanced Email Optimization Techniques -- ch. 9 Review and Learn from Your Results, and Keep Testing and Optimizing -- Week 27 Review and Learn from Your Optimization Efforts So Far -- Monday: Revisit Your Success Metrics and Targets -- Tuesday: Review Your Use Case Completion Rates and Resurvey Your Visitors -- Wednesday: Rerun the Website Optimization Checklist -- Thursday: Review What You've Learned from Your Test Results to Create Better Future Tests -- Friday: Review and Improve Your Internal Testing Process Performance -- Keep Optimizing and Testing: Your Website Is Never Perfect!.