Amazon is already shipping FutureNow’s latest book Always Be Testing. Co-authored with FutureNow’s Chief Scientist, John Quarto-vonTivadar and contributor, Lisa T. Davis; the book is meant for anyone looking to get more leads, sales, and profits from their website.

The first reviews on Amazon are live (including the first time that I have seen a video review for a book). Daniel Waisberg writes:

When I first saw that this book was coming to light I had mixed feelings. On one hand, I was hunger for more testing knowledge, both theoretical and practical. On the other hand, I am always apprehensive when books talk about tools. However, the book impressed me as a comprehensive guide to Online Testing. And when I read the following (p.18), I was sure the book is what the market needs:

“The important thing to keep in mind is that the Google Website Optimizer is a tool. (…)It cannot do your thinking for you. It cannot plan your tests. It cannot produce the creative. It cannot interpret your results beyond demonstrating numerical significance and confidence. These things are up to you. If you want the tests you run on the Google Website Optimizer to be meaningful and to provide the intelligence you need to make well informed marketing decisions, then this is the book you need.

“The authors cover very thoroughly the Why, the What, and the How of Online Testing. All you need to know from the value of testing to how should you get started. The examples are very enriching and illustrate the power of testing and the bottom line: Testing = $$$.

Part I covers the Why; the authors delve on the power of testing and provide some amazing examples of it (including a masterpiece on Amazon’s testing efforts). In addition they walk us through the Google Website Optimizer and provide powerful tips on the tool.

Part II covers the What and the How; the chapters are structured in a very actionable way: “Questions to ask”, “Exercises”, “What to test”, and “Apply this to your site”. As you read you can implement the tips instantly. A few examples of what to test are: usability, look & feel, searchability, product presentation, up-sell/cross-sell……

Part III covers some technical aspects of testing. The authors provide interesting information about Google website Optimizer scripts, statistical tests, and other special issues.

*The book is well structured, insightful and action oriented: exactly as online marketing should be! I warmly recommend it.*

Thank you Daniel for the kind words. I hope you get as much out of the book as Daniel did. The book is selling on Amazon for $19.79 and includes a $25 Adwords coupon. That’s a pretty good ROI

The official launch of the book will be at Search Engine Strategies, San Jose on August 18th. If you are going to be there join me for a book signing courtesy of Google and the fine support of the SES crew. I’ll also be at SES doing a presentation with Group Product Marketing Manager for Google Analytics, Brett Crosby titled “Pay Per Conversation.” I hope you can join us.

2 Webinars to Improve Your Conversion Rates

If you can’t join us live then make sure to sign up for the Always Be Testing webinar with Tom Leung and myself. This one is going to be extra interesting. We’ll be covering some interesting case studies and how to start testing in your orginzation (large and small). You can register here and if you missed last month’s Always Be Testing webinar you can see it here.

I also recently completed a webinar with Wes Funk,  Director of Online Marketing for Omniture titled “Using Personas to Skyrocket Conversion.” You can view it on demand. If you want to understand the power of using Personas to enhance your segmentation and content planning, this webinar is a must see.

Which Do You Prefer?

We’re also conducting our own “A/B test” on the covers of the book. When you get your copy you can go and vote for your favorite Always Be Testing cover. Or you can always head to the website to find out more about the book before you order it.