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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 – 18 Jan 2013

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Product details

  • Paperback: 360 pages
  • Publisher: Sybex; 1 edition (18 Jan. 2013)
  • Language: English
  • ISBN-10: 1118301307
  • ISBN-13: 978-1118301302
  • Product Dimensions: 18.8 x 1.8 x 23.6 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 147,356 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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.


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Top Customer Reviews

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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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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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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Provides a comprehensive structure for introducing testing into an organisations website development approach.
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Great book
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