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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 formarketers to increase demand and profit from their websites. YouShould Test That! provides the strategy, methods, andframeworks that have lifted conversion rates by up to 400% fororganizations such as Shutterfly, Google, Salesforce, ElectronicArts, Iron Mountain, SAP, and many other fast-growth companies andstartups.
You'll learn fresh tactics, previously hidden marketinginsights, and proven processes that deliver unbeatable competitiveadvantage. Use what you learn in this book to turn your onlinemarketing channels into high-performance conversion funnels.
- Prioritize where and what to test on your websites and landingpages for maximum revenue lift
- Master all testing types, including multivariate, A/B/n, andsplit path
- Evaluate the key analytics reports—essential tounderstanding where you are now
- Create a conversion optimization strategy aligned with yourbusiness and marketing goals, and get your team on board
- Test for relevance, clarity, urgency, and other key factors inthe Landing Page Influence Function for Tests (LIFT) model
- Follow compelling case studies and learn how to emulate theirsuccess
"You Should Test That! provides an easy to understandframework for testing, and lots of excellent ideas for how tooptimize toward specific goals. It's a much needed, comprehensiveapproach to testing."
—Jesse Nichols, Agency Partnerships, GoogleAnalytics
"When you've finished You Should Test That!, you'll bearmed not just with the belief in the importance of testing andoptimization, but with the mental tools to accomplish them."
—Stefan Tornquist, VP Research, Econsultancy US
"In You Should Test That!, Chris doesn't just talk aboutwhat you should test, but how to think about your marketing in avery smart and strategic way."
—Mitch Joel, President of Twist Image and Author,Blogger, Podcaster of Six Pixels of Separation
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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.
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
I love how Chris Goward writes as well. It's light and entertaining. There are lots of case studies along the way that really drive home his methodology with real world examples.
Total 5-star recommendation.