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

You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
By Chris Goward

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Product 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.

Product Details

  • Amazon Sales Rank: #169833 in Books
  • Brand: Sybex
  • Published on: 2013-01-14
  • Original language: English
  • Number of items: 1
  • Dimensions: 1.70" h x .90" w x 7.20" l, 1.27 pounds
  • Binding: Paperback
  • 360 pages


  • Sybex

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

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,, SAP, Electronic Arts, Iron Mountain, Expensify, Hair Club, and many more. Chris is recognized as a conversion optimization thought leader, has an influential 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.

Customer Reviews

Most helpful customer reviews

36 of 39 people found the following review helpful.
4Many great gems, fun to read; math/stats slightly misleading
By Ron Kohavi
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.

1 of 1 people found the following review helpful.
5So glad I read this before testing
By Amazon Customer
I had no idea testing isn't about carrying out technical details, but testing with directions, purpose.

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

1 of 1 people found the following review helpful.
3An OK book
By Vishal Puri
Book talks a lot about value of testing...I wouldn't be reading this if I didn't believe in that. A lot of examples of how the author helped his clients which are again making the point that that testing is important. Not sure what the key takeaway is aside from that you should test and not assume.

See all 56 customer reviews...

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