Find Out What Really Works

You can dramatically increase your profit and impact your business with the approach I call Strategic Marketing Optimization. This book will show you how.

You Will Learn:

  • How to find the words and images that move customers and prospects to buy.
  • How to dramatically lift conversion rates for leads, sales and revenue.
  • How to find the right value proposition for your products or services.
  • How to use the proven conversion optimization system and hypothesis 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.

You can stop the endless debates and hand-wringing over your website design and content. Read You Should Test That! and learn what really works in marketing today.

Author: Chris Goward

Chris Goward was one of the first people to look at online content and say, "You Should Test That!" From that revelation he founded WiderFunnel the full-service marketing optimization agency that pioneered landing-page and conversion-rate optimization methods for companies such as Google, Electronic Arts, Iron Mountain, and

More About Chris

Foreword by Avinash Kaushik

Avinash Kaushik is the digital marketing evangelist for Google and the co-founder of Market Motive Inc.

Through his blog, Occam's Razor, and his bestselling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become recognized as an authoritative voice on how marketers, executive teams and industry leaders can leverage data to fundamentally reinvent their digital existence.

Avinash received the 2009 Statistical Advocate of the Year award from the American Statistical Association, and the 2011 Most Influential Industry Contributor award from the Web Analytics Association.

Read the Forward by Avinash Kaushik

Who Should Read This?

This book is intended to inspire and equip corporate marketers, web directors, product managers, business owners, web analysts, advertisers, affiliate marketers, agencies, and business strategists:

Are you responsible for improving results at your company? This book will tell you how to gain key insights about your customers that can impact your entire organization.

Do you influence or control your marketing messages? This book will show you how to test your value-proposition messages and find out what propels your prospects to action.

Do you want to get more leads, sales, and profit from the same website traffic volume you current have? This book will show you how to dramatically lift your sales without spending more on advertising.

Do you manage landing pages? This book will show you how conversion optimization will lift your conversion rates and revenue.

Does your company have a website? This book will show you how to create a website that generates more business and has great design, all while avoiding the risks of a website redesign.

Do you manage a company or division? This book will inspire your entire marketing team to use the principles and techniques of scientific marketing to make better decisions and achieve industry-leading results.

Everyone who wants to improve your marketing results: You Should Read This!

Chapter Overviews

You Should Test That will teach you the processes, frameworks and tactics that create winning businesses. It includes 15 full case studies of real tests plus many more examples of how companies are succeeding and failing in their websites and their marketing.

Join our chapter discussions to add your thoughts to the following chapter topics:

  • Chapter 1 "Why You Should Test That"shows why testing and optimization are important for your success, the traditional website redesign is broken, and so called "best practices" are not best.
  • Chapter 2 "What Is Conversion Optimization?"introduces the scientific testing method, dispels common myths of conversion optimization, and shows how to align your business goals with your website conversion goals. A case study in this chapter shows how a multi-test conversion-optimization strategy improved website content engagement for a tourism organization.
  • Chapter 3 "Prioritizing Testing Opportunities" gets into practical steps to prioritize your testing opportunities using the PIE Framework to organize your web analytics and heuristic analysis and offers an affiliate marketing case-study example.
  • Chapter 4 "Create Hypotheses with the LIFT Model" defines the LIFT Model heuristic analysis framework and introduces the following six chapters that show how to use that framework to develop great test hypotheses.
  • Chapter 5 "Optimize Your Value Proposition" digs into the concept of the value-proposition equation and how to test all aspects of your tangible features, intangible benefits and costs. A case study with Electronic Arts demonstrates how a conversion-optimization strategy doubled the game registration conversion rate for The Sims 3.
  • Chapter 6 "Optimize for Relevance" shows how to optimize the four aspects of relevance—source, target audience, navigation, and competitive—and includes an e-commerce case study of a dramatic home page redesign test and another multivariate test case study.
  • Chapter 7 "Optimize for Clarity" gives guidelines and examples for enhancing the clarity of your information hierarchy, design, call to action, and copywriting, with three case studies, including a landing-page test for SAP.
  • Chapter 8 "Optimize for Anxiety" shows how to turn anxiety in your favor and reduce your prospects' concerns about privacy, usability, effort, and fulfillment. An e-commerce case study shows a 42% increase in revenue per visitor.
  • Chapter 9 "Optimize for Distraction" gives many examples of how distraction factors can reduce conversion rates, and how you can test to fix them.
  • Chapter 10 "Optimize for Urgency" will help you test the effects of internal and external urgency and make sure your test results are valid in any season.
  • Chapter 11 "Test Your Hypotheses"wraps up the hypothesis-development chapters and shows how to build a strong testing plan with the right goals, test areas, test types, and hypotheses isolations. The chapter also includes a case study and tips on how to get great test results.
  • Chapter 12 "Analyze Your Test Results" gives guidelines for monitoring tests and analyzing them for reliable results and marketing insights.
  • Chapter 13 "Strategic Marketing Optimization" is your call to action to become your organization's SMO champion and advocate a culture of continuous improvement.
If you haven't read the book yet, you should buy it on Amazon Now

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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. You Should Test That! screams, "You should buy this book!"

Mitch Joel, president of Twist Image and author, blogger, podcaster of Six Pixels of Separation Read all reviews
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Before the Web, non-targeted advertising ruled and creative people dominated marketing. But as Chris Goward shows, the Web allows for infinite data analysis, driving success to those who test.

David Meerman Scott, bestselling author of The New Rules of Marketing & PR Read all reviews

Chris Goward does a fantastic job of explaining not just effective testing techniques, but also the strategic value testing can deliver to your entire marketing program.

Roger Dooley, author, Brainfluence Read all reviews

If you want to create massive advancements in your business and drive more sales, you need to read You Should Test That!

Neil Patel, co-founder of KISSmetrics, Crazy Egg and Quicksprout Read all reviews