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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing [Kindle Edition]

Chris Goward
4.8 out of 5 stars  See all reviews (4 customer reviews)

Print List Price: £19.99
Kindle Price: £14.24 includes VAT* & free wireless delivery via Amazon Whispernet
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Book Description

Learn how to convert website visitors into customers

Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work.

  • Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates
  • Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods
  • Helps you learn what to adjust, how to do it, and how to analyze the results
  • Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics
  • Author has used these techniques to assist Fortune 500 clients

You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website.


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Product Description

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

About the Author

Chris Goward is founder and CEO of WiderFunnel, the conversion optimization agency that has improved marketing results by up to 400% for such firms as eBay, Google, BabyAge.com, SAP, Electronic Arts, Iron Mountain, Expensify, Hair Club, and many more. Chris is recognized as a conversion optimization thought leader, has an influential blog (WiderFunnel.com/blog), and speaks internationally at such conferences as Search Engine Strategies, Pubcon, eMetrics, Search Marketing Expo, European Conversion Summit, IIMA, Conversion Conference, and Internet Marketing Conference.


Product details

  • Format: Kindle Edition
  • File Size: 15595 KB
  • Print Length: 379 pages
  • Page Numbers Source ISBN: 1118301307
  • Publisher: Sybex; 1 edition (21 Dec. 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00ATLLHRA
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: #255,466 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

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4.8 out of 5 stars
4.8 out of 5 stars
Most Helpful Customer Reviews
5.0 out of 5 stars Great introduction to CRO 12 April 2015
Format:Paperback|Verified Purchase
Great introduction to CRO. Nicley laid out chapters based around his lift model. Book also has excellent case studies, giving real world examples of implementing the lift model.
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2 of 3 people found the following review helpful
Format:Paperback|Verified Purchase
Great book which reveals why some websites are more successful than others. Rather than assuming that doing, or not doing x or y will work….which all designers/ SEO guru's/ are guilty of?! Chris Goward works lays out how to optimize sites. He consults for Google, Ebay etc, etc…….if you want to get ahead of the pack, learn from a master
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4.0 out of 5 stars Comprehensive 9 May 2015
Format:Paperback|Verified Purchase
Provides a comprehensive structure for introducing testing into an organisations website development approach.
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1 of 2 people found the following review helpful
5.0 out of 5 stars You should definitely read this! 13 Oct. 2013
Format:Paperback|Verified Purchase
This is a must read for any digital marketeer or conversion specialist who wants to understand best practice in conversion optimisation. Using his wealth of experience Chris outlines a strategy for conversion optimisation, including the Lift model. This provides a great framework for evaluating website pages and a means of developing strong hypothesis to test on your website. Using his wealth of experience at Wider Funnel, Chris gives great examples of how their approach can lead to significant improvements in conversion and ultimately revenues. This book gives you the confidence to be bold and aim high for improving the performance of your website. A great read and very valuable insights.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.9 out of 5 stars  48 reviews
19 of 22 people found the following review helpful
4.0 out of 5 stars Many great gems, fun to read; math/stats slightly misleading 17 Aug. 2014
By Ron Kohavi - Published on Amazon.com
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." 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.
11 of 13 people found the following review helpful
5.0 out of 5 stars Competitors please ignore this book. It's HORRIBLE! 15 Jan. 2013
By Rob Snell - Published on Amazon.com
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.
5 of 6 people found the following review helpful
5.0 out of 5 stars Excellent Book full of Practical Insights 15 Jan. 2013
By RM - Published on Amazon.com
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.
5 of 6 people found the following review helpful
5.0 out of 5 stars You're not testing?? You're not serious?! 16 Jan. 2013
By Jim Sterne - Published on Amazon.com
Format:Paperback
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.
4 of 5 people found the following review helpful
5.0 out of 5 stars You Should Get That! 15 Jan. 2013
By Nazli Yuzak - Published on Amazon.com
Format:Paperback
"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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