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

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3.90  ·  Rating details ·  134 ratings  ·  10 reviews
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 b
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Paperback, 368 pages
Published January 14th 2013 by Sybex (first published December 21st 2012)
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3.90  · 
Rating details
 ·  134 ratings  ·  10 reviews


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Kelly Reid
Feb 19, 2014 rated it it was amazing
My disjointed notes from a couple of read-throughs. Most of this is specific to my company, and i probably should keep some of it secret. Oh Well


22: Move SEO-centric content below the fold if it's not directly related to the funnel. Use 301 redirects to cover test pages that you take offline.

29: Before and After is not conversion optimization. There are no variables being isolated. The only way to A/B test is with two pages with a distinct change.

32: We should study seasonality, specifically as
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Andrew Saul
Aug 16, 2014 rated it liked it
Shelves: shared
It's a decent, if brief, introduction to A/B from the point of view of testing websites. This book is very light on technical details so don't pick it up if you understand the concepts of testing and are looking for more detailed and technical explanation.

I'd say it's best application is for people completely new to the testing as a concept and who also want to get buy in from management for testing. Especially if the testing is to involve a website.

One downside to the book is it is often a sham
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Staffan
Oct 02, 2013 rated it it was amazing
This book is a much more condenced, yet still really inspiring, study of the CRO methods and tools, than it's "older brother" by Tim Ash. Both books holds great value for anyone interested in conversion optimization, but I would recommend this one first because of it's inspiring language and structure!
deleted d
Apr 25, 2015 rated it it was ok
Just test stuff. This book should have been a blog post or a long article.

Great conversion rates depend on a lot more than just a great product. Rather, they’re the result of an ongoing process of rigorous testing, scrutinizing and experimentation.
Saeed Esmaili
Jul 17, 2018 rated it liked it
Highlights:
The best thing about conversion-rate optimization is the result: You get increased revenue without the need to increase your ongoing advertising spend. You can keep spending the same amount of money, driving the same amount of traffic, and you’ll get more leads, sales, and revenue from a conversion-optimized website.

For conversion optimization, you should always set your test goal to be as close to revenue as possible. Optimize for direct sales, average order value, and qualified lead
...more
Borislav
Oct 31, 2013 rated it really liked it
As someone who firmly believes that websites should not be just name cards or something-we-have-but-not-invest-much-effort-on-it, Chris Goward’s book was much of a delight to read. Optimizing for a better conversion should be based not only on one’s gut feeling, but moreover on statistical proof that one is going in the right direction while designing web interaction. There are quite a few ways to test and formulate outcomes described in “You Should Test That”. I personally got a few good ideas ...more
Luke Tucker
Dec 31, 2015 rated it really liked it
Chris writes in a practical way with good examples. Resource I'll definitely keep on the shelf and refer to. The LIFT model is of particular interest and the chapter on the 7-step conversion testing process is a winner.
Emily
Jun 14, 2015 rated it liked it
Shelves: business
3.5 stars. A fantastic start for those unfamiliar with why they should continually test, and still offers some interesting insights to those with more testing experience. Great to show to managers who may doubt.
Henrik Lindberg
Feb 01, 2014 rated it it was ok
I was not the target demographics for this one. I'm sure it would have been useful for a marketer.
Alex Devero
May 05, 2015 rated it really liked it
Shelves: business
Great conversion rates depend on a lot more than just a great product. Rather, they’re the result of an ongoing process of rigorous testing, scrutinizing and experimentation.
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“Remember, people make a purchase emotionally and defend the purchase rationally. You must create the emotions necessary to close the sale backed up with the logic of the decision to defend it.” 0 likes
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