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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

4.8 out of 5 stars 54 customer reviews

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Editorial Reviews

From the Author

This is an important book that all Marketers, Founders and business Decision-Makers should read. 
The message is how you will get better results by championing scientific testing and continuous improvement in your organization. 
In the book, you'll learn: 
  • 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.
The book includes 15 full case studies of real tests plus many more examples of how companies are succeeding and failing in their websites and marketing. 
You Should Read This!

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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Product Details

  • Paperback: 360 pages
  • Publisher: Sybex; 1 edition (January 14, 2013)
  • Language: English
  • ISBN-10: 1118301307
  • ISBN-13: 978-1118301302
  • Product Dimensions: 7.4 x 0.7 x 9.3 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (54 customer reviews)
  • Amazon Best Sellers Rank: #105,310 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Ron Kohavi on August 17, 2014
Format: Kindle Edition Verified Purchase
I have been running controlled experiments for over 12 years now, at Microsoft, Amazon, and Blue Martini software, and have been involved in thousands of A/B tests. Hundreds of experiments run on our experimentation system at Microsoft on any given day, and I have written multiple peer-reviewed papers on online controlled experiments, available at exp-platform.

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.
Read more ›
2 Comments 28 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
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Format: Paperback
Read this book, and you will profit. Chris Goward gets it. I know. I've stalked him for years. His LIFT framework was the missing piece of my CRO puzzle leading to millions of dollars in additional sales for our small family business over the past few years.

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.
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Format: Paperback
For full transparency - I read a pre-production edition of the book that I received from the author, Chris Goward. It has the same content as the final book however. I have also known Chris for a while and admire him as one of the thought leaders in this area.

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.
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Understanding marketing testing, website optimization, search traffic improvement, usability testing and all the rest are simply part of being a marketer these days. But this book is also about marketing; branding, messaging, persuasion, etc. And once you have those under your belt, you are well on your way to strategic marketing optimization.
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I really enjoyed the book by Chris Goward. It is a great insight into how the Widerfunnel team performs conversion optimization and ab testing. The book was a really easy to read. Following the steps and case studies gave me some great ideas to start testing my sites right away.

I also really like the sections on creating hypothesis using the LIFT model. Then the sections of optimizing for value, relevance and clarity were also well written. This book would be great for anyone interesting in learning conversion optimization or advanced ab testing practices.
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"Wow, this is some of the best content I have read in the optimization world in a long time! It provides a very solid strategic framework but at the same time breaks it into practical steps people can immediately turn into action in their conversion optimization efforts. I really liked the flow, the examples, how close it was to the day-to-day experiences and challenges we have. This strategy works for Dell to continuously improve our online sales. All business managers, marketers and conversion optimizers should read this and give copies to their teams."

--Nazli Yuzak, Sr. Digital Optimization Consultant, Dell.com
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This book is an excellent deconstruction of why and how to test your website, providing a solid process to examine website weaknesses and how to go about testing improvements. Written for marketers who are thinking of or are already A/B testing their sites, the book provides plenty of examples of how testing has successfully improved the conversion rates of sites. I highly recommend it.
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I've been scouring the web for blogs on conversion optimization and website testing. It was frustrating trying to piece it all together. Don't take that route. This book is all you need to build a framework for building and testing pages. It was like the clouds were parting as I read each chapter. I've got like 20 sticky notes sticking out of this book. It's really great stuff.

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.
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