Google has released a free eBook aimed at users of Google AdWords that explains how to use several of Google’s free tools including Google AdWords, Analytics and Website Optimizer to improve website conversions. Improving Online Conversions for Dummies is available to view online as a Google Doc, or can be downloaded in PDF format.
The guide is aptly named–it is very much a beginner’s guide. But this is a good thing, as it definitely fills a need with people who haven’t even started tracking conversions. The eBook outlines in detail how to setup conversion tracking in AdWords and how to setup goals and funnels in Analytics. It gives good advice about simple elements to test with Google Website Optimizer, and gives a step-by-step tutorial on setting up an A/B split test.
If you’ve already setup Analytics goal tracking and conversion rate tracking in AdWords, or ran an A/B split test using Google Website Optimizer, then this book may be too advanced for you. However, if you’re looking for a quick and dirty guide that will help you get started, it’s a great read.
If you need a more advanced book on the topic, I recommend taking a look at Landing Page Optimization or Always Be Testing.
