$21.86 with 27 percent savings

List Price: $29.99

Get Fast, Free Shipping with Amazon Prime FREE Returns

FREE delivery Tuesday, June 18 on orders shipped by Amazon over $35. Order within 9 hrs 31 mins

Select delivery location

Only 8 left in stock (more on the way).

$$21.86 () Includes selected options. Includes initial monthly payment and selected options. Details

Ships from

Amazon.com

Ships from

Amazon.com

Sold by

Amazon.com

Sold by

Amazon.com

Returns

Eligible for Return, Refund or Replacement within 30 days of receipt

Returns

Eligible for Return, Refund or Replacement within 30 days of receipt

This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.

Read full return policy

Payment

Secure transaction

Payment

Secure transaction

We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more

Details

Add a gift receipt for easy returns

$20.22

Get Fast, Free Shipping with Amazon Prime FREE Returns

Minimal signs of wear. Corners and cover may show wear. May contain highlighting and or writing. May be missing dust jacket. May not include supplemental materials. May be a former library book. Ships direct from Amazon! Minimal signs of wear. Corners and cover may show wear. May contain highlighting and or writing. May be missing dust jacket. May not include supplemental materials. May be a former library book. Ships direct from Amazon! See less

FREE delivery Thursday, June 20 on orders shipped by Amazon over $35

Select delivery location

Only 1 left in stock - order soon.

$$21.86 () Includes selected options. Includes initial monthly payment and selected options. Details

Access codes and supplements are not guaranteed with used items.

Enhancements you chose aren't available for this seller. Details

${cardName} not available for the seller you chose

${cardName} unavailable for quantities greater than ${maxQuantity}.

Sold by Dream Books Co. and Fulfilled by Amazon.

Other sellers on Amazon

New & Used (43) from $6.49 & FREE Shipping

You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing 1st Edition

by Chris Goward (Author)

4.4 133 ratings

See all formats and editions

Sorry, there was a problem loading this page. Try again.

{"desktop_buybox_group_1":[{"displayPrice":"$21.86","priceAmount":21.86,"currencySymbol":"$","integerValue":"21","decimalSeparator":".","fractionalValue":"86","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"r%2FNLhBE7smBrip5AlJIBojTLIv7DdXwksWygC8YUej7XeLyJ9%2Bc%2BWfPdbzZmNw81skmPvJm%2F5isfSOeTZP7VXKUatusxTvP3UzMd9ONCXP3IIQYL5fgodicHI9UgXbhDBgpR0gu7dg0Xh%2BnFrbb15g%3D%3D","locale":"en-US","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}, {"displayPrice":"$20.22","priceAmount":20.22,"currencySymbol":"$","integerValue":"20","decimalSeparator":".","fractionalValue":"22","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"r%2FNLhBE7smBrip5AlJIBojTLIv7DdXwkLcrWKQR6FjU7fr4eRrDNJnFhzOrGmsHEHqYtI4SQEb%2FNUIerd3XweaR66sqfe2TBLT5WUJ9OSK3HJFpuz6MKX2xhZeIzN9uDHBHaIyG6NWK89OyeviiG3oLqIFk62V6g%2FFLehmraPjymDhta1QnN8g%3D%3D","locale":"en-US","buyingOptionType":"USED","aapiBuyingOptionIndex":1}]}

Purchase options and add-ons

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.

Report an issue with this product or seller

ISBN-10

1118301307
ISBN-13

978-1118301302
Edition

1st
Publisher

Sybex
Publication date

January 14, 2013
Language

English
Dimensions

7.4 x 0.9 x 9.2 inches
Print length

368 pages
See all details

Frequently bought together

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

$21.86

Get it as soon as Tuesday, Jun 18

Only 8 left in stock (more on the way).

Ships from and sold by Amazon.com.

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

$17.93

Get it as soon as Wednesday, Jun 19

In Stock

Ships from and sold by Amazon.com.

Kill Your Conversion Killers with The Dexter Method™: A Pragmatic Approach to Conversion Optimization for E-Commerce

$19.00

Get it as soon as Wednesday, Jun 19

In Stock

Ships from and sold by Amazon.com.

Total price:

To see our price, add these items to your cart.

Try again!

Details

Added to Cart

Some of these items ship sooner than the others.

Show details Hide details

Choose items to buy together.

Tim Ash

138

Paperback

68 offers from $3.80
Joris Bryon

92

Paperback

6 offers from $10.76
Steve Krug

4,414

Paperback

54 offers from $10.72
Avinash Kaushik

393

Paperback

121 offers from $2.11
Ron Kohavi

492

Paperback

35 offers from $20.88
Donald Miller

10,152

Hardcover

152 offers from $2.72

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 Inside Flap

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

From the Back Cover

Join the Scientific Marketing Revolution

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.

Publisher ‏ : ‎ Sybex; 1st edition (January 14, 2013)
Language ‏ : ‎ English
Paperback ‏ : ‎ 368 pages
ISBN-10 ‏ : ‎ 1118301307
ISBN-13 ‏ : ‎ 978-1118301302
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 7.4 x 0.9 x 9.2 inches

Best Sellers Rank: #1,267,227 in Books (See Top 100 in Books)
- #344 in Retailing Industry (Books)
- #1,474 in Web Marketing (Books)
- #2,236 in E-commerce Professional (Books)

Customer Reviews:
4.4 133 ratings

Brief content visible, double tap to read full content.

Full content visible, double tap to read brief content.

Videos

Help others learn more about this product by uploading a video!

Upload your video

About the author

Follow authors to get new release updates, plus improved recommendations.

Chris Goward

Brief content visible, double tap to read full content.

Full content visible, double tap to read brief content.

When companies like HP, Microsoft, The Motley Fool and Dollar Shave Club want to improve their digital experiences and growth, they call Chris Goward. Chris founded Widerfunnel in 2007 with the belief that a combination of creativity and scientific rigour gets the best results. He is the brain behind the popular LIFT Model®, Infinity Experimentation Process®, and MotivationLab®, wrote the bestselling book, You Should Test That!, and has spoken at 300+ events globally.

Chris Goward, Founder & CEO of Widerfunnel

Twitter: @chrisgoward, @WiderFunnel

Linkedin:

http://www.linkedin.com/in/cgoward

https://www.linkedin.com/company/widerfunnel

More about the book: http://www.youshouldtestthat.com

Customer reviews

4.4 out of 5

133 global ratings

Zero tolerance for fake reviews

Sort reviews by

Top reviews from the United States

There was a problem filtering reviews right now. Please try again later.

Dr. Ryan

Finally! A book that puts it all together.

Reviewed in the United States on July 30, 2014

Verified Purchase

I've been scouring the web for blogs on conversion optimization and website testing. It was frustrating trying to piece it all together. Don't take that route. This book is all you need to build a framework for building and testing pages. It was like the clouds were parting as I read each chapter. I've got like 20 sticky notes sticking out of this book. It's really great stuff.

I love how Chris Goward writes as well. It's light and entertaining. There are lots of case studies along the way that really drive home his methodology with real world examples.

Total 5-star recommendation.

One person found this helpful

Helpful

Living in Winchester

This is a great book for anyone who wants to increase conversion rates ...

Reviewed in the United States on November 25, 2014

Verified Purchase

This is a great book for anyone who wants to increase conversion rates on their digital properties. Chris does a great job explaining how important continuous testing is to driving continuous business improvement. He provides an approach that is simple to understand and makes a lot of sense. Anyone involved in Persuasion Marketing and User Experience Design will find A/B/n testing to be the final piece of the puzzle for business optimization. HiPPO (Highest Paid Person's Opinion)'s beware of the competition who embraces the integration of art & science in Merchandising & Marketing. Well Done Chris!

One person found this helpful

Helpful

Alhan Keser

Chris goes beyond talking about websites; he goes into everything required for CRO success.

Reviewed in the United States on July 23, 2013

Verified Purchase

I've read every CRO-related book that is sold on Amazon. Until I picked up You Should Test That, all prior CRO books had to do with landing pages and how to improve them. While Chris does cover websites extensively in YSTT, he details the entire process of choosing what pages to test in the first place, what elements to test on those pages, and how to convince your superiors that CRO is a worthwhile activity. He makes a comprehensive business case for CRO, going beyond the usual ROI calculation, which is invaluable to the everyday Enterprise Marketer.

2 people found this helpful

Helpful

Julie La Crout

Not bad, but not particularly useful for experienced testers

Reviewed in the United States on November 17, 2023

Verified Purchase

This book is essentially two things:

1) An argument for why businesses should use a scientific approach to their marketing

2) A long-form sales letter for Chris Goward’s marketing agency

If you’re a marketer who already uses a scientific, data-driven approach and you’re experienced in running experiments and split-tests to guide your efforts, then you won’t get a ton of value out of this book.

I read it hoping to get more ideas of things I should test — see if there are things I hadn’t thought to try yet. And I got a few! But not very many.

I don’t hold it against Chris Goward that this book is essentially a sales letter for his agency, as there are hundreds of other marketing books that also are, but it may not be a valuable read unless your business needs a marketing agency. I’m sure his is great! It was clear in this book that he knows what he’s talking about. But I’m not as much a part of his target audience as I thought I was when I picked up his book.

Helpful

Ron Kohavi

Many great gems, fun to read; math/stats slightly misleading

Reviewed in the United States on August 17, 2014

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.

68 people found this helpful

Helpful

Alex Harris

Great for any level of marketing professional or designer.

Reviewed in the United States on September 22, 2013

Verified Purchase

I really enjoyed the book by Chris Goward. It is a great insight into how the Widerfunnel team performs conversion optimization and ab testing. The book was a really easy to read. Following the steps and case studies gave me some great ideas to start testing my sites right away.

I also really like the sections on creating hypothesis using the LIFT model. Then the sections of optimizing for value, relevance and clarity were also well written. This book would be great for anyone interesting in learning conversion optimization or advanced ab testing practices.

3 people found this helpful

Helpful

R Jacobs

Great for newbies and exprienced conversion optimizers

Reviewed in the United States on June 19, 2013

Verified Purchase

This book is great for anyone involved in conversion optimization. If you are just starting out this book will give you a great foundation. If you already have an optimization program in place, this book will give you tools to make it better. There is lots of great info that you can implement quickly for quick wins. Its a fun book that's enjoyable to read too. Definitely a book to start or add to your collection!

One person found this helpful

Helpful

Top reviews from other countries

Translate all reviews to English

Excelente

Reviewed in Mexico on January 27, 2019

Verified Purchase

Súper buen contenido

Translate review to English

Kevin Leflar

If you are involved in online business, you need this book.

Reviewed in Canada on January 16, 2016

Verified Purchase

Changed my life.

@northresearch

You should definitely read this!

Reviewed in the United Kingdom on October 13, 2013

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.

One person found this helpful

Rosserva

You should test that

Reviewed in Italy on July 20, 2013

Verified Purchase

Zeppo di esempi applicabili ogni giorno.
Non troverete il decalogo di cosa si deve fare per ottimizzare una landing page, una pagina o un sito: l'obiettivo, chiaro fin dalle prime pagine, non è quello di essere l'ennesimo libro della serie "7 imperdibili segreti su come rendere il tuo sito una macchina da soldi", bensì smontare una ad una le credenze più diffuse tra chi si occupa di conversion optimization per sviluppare una nuova cultura basata sull'applicazione del metodo scientifico.

5 people found this helpful

Translate review to English

CalamardoYeyé

Imprescindible para optimizar tus conversiones

Reviewed in Spain on March 2, 2013

Verified Purchase

Al principio parece hablar un poco sobre "a qué huelen las nubes", sobre todo si ya conoces un poco sobre CRO. Pasando del primer capítulo la cosa se empieza a poner interesante y el tema se hace más ameno, muy bién detallado y explicado con ejemplos.

Imprescindible para todos aquellos que quieran darle un empujón a esas páginas que teniendo muchas visitas no consiguen sus objetivos de conversión.

2 people found this helpful

Translate review to English

See more reviews

Return this item for free

Return this item for free

Image Unavailable

Follow the author