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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing Paperback – January 14, 2013
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From the Author
- How to find the triggers that move customers and prospects to act
- How to find your ideal value proposition that maximizes sales and profits
- How to dramatically lift your conversion rates by using a proven testing system and frameworks
- How companies like Shutterfly, Google, Salesforce, Electronic Arts, Iron Mountain, SAP (and many other fast-growth companies and startups) have used these techniques to get up to 400% conversion rate lift
- How to prioritize where to test and what to test to maximize profit lift and marketing insights
- How to move beyond just conversion rate lift to make business decisions through tested insights.
From the Back Cover
Join the Scientific Marketing Revolution
Conversion optimization has become the go-to strategy for marketers to increase demand and profit from their websites. You Should Test That! provides the strategy, methods, and frameworks that have lifted conversion rates by up to 400% for organizations such as Shutterfly, Google, Salesforce, Electronic Arts, Iron Mountain, SAP, and many other fast-growth companies and startups.
You'll learn fresh tactics, previously hidden marketing insights, and proven processes that deliver unbeatable competitive advantage. Use what you learn in this book to turn your online marketing channels into high-performance conversion funnels.
- Prioritize where and what to test on your websites and landing pages for maximum revenue lift
- Master all testing types, including multivariate, A/B/n, and split path
- Evaluate the key analytics reports—essential to understanding where you are now
- Create a conversion optimization strategy aligned with your business and marketing goals, and get your team on board
- Test for relevance, clarity, urgency, and other key factors in the Landing Page Influence Function for Tests (LIFT) model
- Follow compelling case studies and learn how to emulate their success
"You Should Test That! provides an easy to understand framework for testing, and lots of excellent ideas for how to optimize toward specific goals. It's a much needed, comprehensive approach to testing."
—Jesse Nichols, Agency Partnerships, Google Analytics
"When you've finished You Should Test That!, you'll be armed not just with the belief in the importance of testing and optimization, but with the mental tools to accomplish them."
—Stefan Tornquist, VP Research, Econsultancy US
"In You Should Test That!, Chris doesn't just talk about what you should test, but how to think about your marketing in a very smart and strategic way."
—Mitch Joel, President of Twist Image and Author, Blogger, Podcaster of Six Pixels of Separation
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Top Customer Reviews
Chris Goward's book was a pleasure to read, containing many gems, fun quotations, and cartoons, making what could have been a boring read into something enjoyable.
It is clear that Chris and team at WiderFunnel have been involved in a lot of real scenarios, and share many real useful examples. They also give good references to resources. I enjoyed reading the book, and learned many new things.
Why four and not five stars? Here are some downsides
- The math/stats is not just lightly covered, but wrong in a few places. For example, "Data is collected until statistical significance is achieved" is a common theme throughout the book, which is misleading. An example from Section 5.1 (False Positives) of the paper "Online Controlled Experiments at Large Scale" shows that running five variants and testing them six times (e.g., each day the of the week the experiment runs as suggested) will result in over 50% chance of getting a stat-sig positive result with 95% conf intervals (1-0.975)^30 on an A/A test (when there is no true difference).
Statements like "reached statistical significance" imply that once it is achieved, you remain stat-sig, which is not true.
- The discussion of metrics is superficial and unclear. For example, "If you were to include multiple visits and pageviews for the same people, the conversion rate reported could be skewed too low." It depends what you are optimizing for and why. Are you looking to reduce the variance? Is it really the metric the business is optimizing?
- Some statements are extreme, such as "Surveys and studies should never use percentages as findings unless their results are
statistically significant." The percentages with confidence intervals could be informative.
- The selling of WiderFunnel to the reader could have been avoided and left as implied. For example, "If I were Walmart, I would hire WiderFunnel to test..."
- The LIFT model is a nice conceptual model, but making claims like "Each person has a conversion tipping point, and the six conversion factors are both independent and cumulative" is much too strong. Do we now have a perfect six-factor linear separator for human decision making in the context of conversions?
- No discussion on protecting the live site from egregious errors due to bad experiments. Chris writes
"Once you’ve launched your test, do yourself a favor and take a break from watching the results for a few days."
We operate in the opposite way: we watch the first hours of an
experiment carefully to detect egregious errors that hurt users in order to abort those experiments.
If you're thinking about doing A/B testing and want some motivating examples, this is a great book to read.
I've tried contacting through the methods detailed in the book (email & twitter) to avoid a bad review, with no response (weeks+). I then contacted the author's company, which after much stalling, has said the referenced materials are not available and that they would address my issue when they could get around to it. It's been around two months of waiting for the material, and the company has essentially begun ignoring me. The author, Chris Goward, does not deliver on his commitments and marginalizes you during your "conversations".
I would easily recommend another conversion rate book, as there are many great books on the market. So while the content in this book is decent, the experience has been extremely poor.
If you're a competitor of mine, I'm just kidding. CRO is just a fad. Your shopping cart is just fine. Don't change a thing.
That disclosure out of the way, I found this book quite insightful. It is full of practical advice with ideas that can (and should) be implemented by anyone interested in improving customer experience & conversions. He discusses a proven, scientific approach to experimentation with clarity and simplicity- while not losing the conceptual depth this topic deserves. For example, he discusses LIFT model - Landing Page Influence Function for Tests - to increase marketing conversions.
This book at times is a primer in modern online marketing and an advanced study for hypothesis-based testing at others. A wonderfully written text - the very best on this topic I can find.
--Nazli Yuzak, Sr. Digital Optimization Consultant, Dell.com
This is the first book I've read on cro and I'm glad it is. I feel much more confident about doing cro work now after understanding concepts from this book.
Thanks wider funnel for such a great book