UX Optimization Book


UX Optimization Combining Behavioral UX and Usability Testing Data to Optimize Websites

UX Optimization Book

It only took me a year and a half. But I’m finally finished writing my new UX Optimization Book.


The title of the book is: “UX Optimization: Combining Behavioral UX and Usability Testing Data for Website Optimization” and it is the first and only book that teaches you my secrets of how to combine quantitative behavioral UX data with qualitative usability data to optimize websites.

UX Optimization Book Reader Comments:

Bertha, Senior UX Designer
Bertha, Sr UX Designer

“This is a great ‘how to’ book on UX optimization. Excellent step-by-step instructions with pictures and explanations make learning easy. He adds funny or interesting stories that relate with the material in each chapter. You’ll use this book often!” – Bertha, Senior UX Designer

Katie Business Owner
Katie, Business Owner

“I got this book when I met Mr Tomlin at an event he was speaking at, and I’m very glad I did. This book is a good UX resource for learning how to optimize websites. It’s one of the best books I’ve read on improving websites and I’ll be using it often.” – Katie, Business Owner

Jon Head of Marketing
Jon, Head of Marketing

“I saw Craig Tomlin speak at SXSW and decided to purchase his book. Highly recommended read for any web marketing specialist tasked with squeezing more value out of existing web assets.” – Jon, Head of Marketing

Who Should Read UX Optimization?

Click here to buy the UX Optimization Book 3D

Who should read this UX Optimization book? You should if you:

  • Desire to learn the secrets I used with AT&T, Blackberry, Blue Cross, Dell, IBM and many more
  • Need to learn what quantitative data to analyze, when, and how
  • Want to improve your website conversion with data that matters
  • Have an understanding of quantitative data but not so much qualitative data, or
  • Have an understanding of qualitative data but not so much quantitiative data
  • Wish to learn how to use insights from behavioral UX data to identify issues
  • Like to use actual user-based data to better identify what users are doing on the site and why
  • Hope to improve your website conversion using tried and true methods the can double ROI

I poured my 25+ years experience in UX and conversion optimization expertise, marketing optimization skills, quantitative and qualitative data acquisition and analysis experiences into this unique how-to book.

I also included all my tips and tricks for finding what works, what doesn’t work and why. Using the methodology in this book, you’ll be able to optmize websites with data that matters, turning lower performing pages and task-flows into better performing task flows that improve conversion and ROI.

Plus, I filled this UX Optimization book with lots of images – mostly because that’s a great way to communicate concepts – and partly because I like books with pictures.

UX Optimization Book

UX Optimization Book Overview:

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So what’s in this book?

Here’s a brief overview.

In UX Optimization I share with you the processes it took me 20 years to formulate for combining behavioral UX (quantitative) data with usability (qualitative) data to provide a 360 degree view into what’s happening on the site, and why it’s happening.

Using this data-driven, 360 degree view, it’s much clearer where and how to make optimizations that can greatly improve website engagement and conversion. This methodology greatly reduces the guess-work and assumptions that are too-often used when creating hypothesis for what to improve and how to do it.

I teach you step-by-step exactly how to use this award-winning methodology when evaluating and making optimization recommendations for websites, mobile sites and apps.

I’ve used this exact same process for thousands of projects over many years that have greatly improved conversion for firms including AT&T, BlackBerry, Blue Cross of California, CDC.gov, Dell, IBM, Nixon, Prudential Insurance Company, WellPoint Health Networks, Zurich Insurance Company and many, many more.

Here’s a brief run-down of each section of the book:

First, I cover all aspects of creating and using personas as part of the beginning of the UX optimization process. It’s critical to know who the primary users are of your website, because you can’t determine how well the site is working if you don’t know who’s using it and what their needs and expectations are. Understanding and using personas helps you identify what data you’ll have to acquire and analzye. I provide all the details of creating and using personas, or how to use your existing personas if they are already available.

Next we move into the wonderful world of behavioral UX data. I call it the ‘what is happening’ data. I explain in detail what behavioral UX data is and isn’t, how to acquire it, and how to evaluate it. I provide explanations and descriptions for each, along with the details of how to use the data to find patterns of potential issues. This section of the book is perfect if you’re trying to increase your skills in identifying, finding and using quantitative data for optimization.

The next part covers the qualitative ‘why it’s happening’ usability testing data. I provide an in-depth look at each of the tools often used for capturing usability data. I provide thorough step-by-step instructions for how to analyze each type of data to evaluate the why of the observed ‘what’ data we acquired in the behavioral UX data analysis. You’ll find this part of the book incredibly helpful for enabling you to become a pro at using the right usability testing tools to learn the right answers to the many ‘why’ questions of user behavior.

Now that we’ve acquired the behavioral UX (what) and usability testing (why) data, it’s time to put them together into a 360 degree view of what’s occuring and why it may be occuring. By combining the data together you now have a much clearer picture of what is happening to cause decreases in site performance, why it’s potentially happening, and thus what to do to improve conversion. This part of the book is where it all comes together and you get a clear picture of recommendations for optimizations. You’ll love the magic that you create here!

Finally, I cover the future by looking forward and showing you how you can use this methodology with your own modifications to analyze and optimize all sorts of new user experiences. You’ll be excited I’m sure at the prospect of applying your new-found knowledge in optimization to all sorts of new and interesting technologies!

UX Optimization Book:

So that’s what’s in the UX Optimization book!

I’m very happy to finally have been able to take my 25+ years of knowledge and distill it down into a how-to optimization book that I know you’ll be able to use for many years to come.

You can buy it wherever fine books are sold, and here’s a link to my UX Optimization Book if you’re an Amazon fan.

I hope you enjoy my UX Optimization book as much as I enjoyed writing it for you!

UX Optimization Book Resources:

UX Optimization Book website

Buy UX Optimization book on Amazon

Buy UX Optimization book on Apress publisher website

Buy UX Optimization book on Barnes & Noble