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

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

Neil Patel, Co-Founder of KISSmetrics, Crazy Egg, and Quicksprout

In a world where you can test everything, why are companies testing nothing? Maybe thats being too harsh, but its true. In You Should Test That! Chris doesnt just talk about what you should test, but how to think about your marketing in a very smart and strategic way. Too many brands are wasting too much money on marketing without doing the strategic testing first. You Should Test That! screams, You should buy this book!

Mitch Joel, President of Twist Image & Author, Blogger, Podcaster of Six Pixels of Separation

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. This well-illustrated guide to all aspects of testing is a must-read for anyone responsible for marketing decision-making.

Roger Dooley, author of Brainfluence

With You Should Test That! , Goward has delivered a well-researched and insightful exploration of the latest conversion optimization principles and techniques in a practical and enjoyable book that pushes the boundaries of the art and science of optimized marketing. A definite must-read that ought to be required reading for anyone serious about optimization.

Brett Tabke, Founder and CEO, Pubcon, the premier optimization and new media conferences

Everyone knows about A/B testing and wants to do it, but not many are doing it regularly. Why? Chris Goward has written an excellent book to answer this precise question where he urges businesses to create internal testing and optimization champions to drive business success. And to corroborate his message, Chris deploys his years of experience in the industry to show successful case studies, discuss his proven LIFT model, and analyze scientific techniques and all-too-essential rules-of-thumb. You Should Test That! is a fantastic book that covers testing and optimization from many different angles. I highly recommend it!

Paras Chopra, CEO of Visual Website Optimizer

Chris Goward discusses a proven, scientific approach to experimentation with clarity and simplicitywhile not losing the conceptual depth this topic deserves. This book at times is a primer in modern online marketing and an advanced study for hypothesis-based testing at others. A wonderfully written textthe very best on this topic I can find!

Raju Malhotra, Director, Microsoft Corp.

Read this book, and you will profit. Chris Goward gets it. I know. Ive stalked him for years. His LIFT framework was the missing piece of my CRO puzzle leading to millions of dollars in additional sales for our small family business over the past few years. If youre a competitor of mine, Im just kidding. CRO is just a fad. Your shopping cart is just fine. Dont change a thing.

Rob Snell, Gun Dog Supply

You Should Test That! is a thorough and irreverent guide for website testing. The wealth of case studies and various testing recipes provides any marketer with plenty of ideas from day one. I particularly liked Chapter 13, which talks about how to make testing a broader discipline throughout the entire organization.Lets face it, we need to move from an era of Which button is better? to also go after questions like What part of our products value prop is most compelling? or How should we acquire new customers? The good news is we can use a lot of the fundamentals and best practices developed over the years in website testing and apply it much more broadly to lean marketing and entrepreneurial management practices in general.

Tom Leung, CEO of Yabbly and former Sr. Product Manager for Google Website Optimizer

Wow! This is packed full of stuff you can use today. So many business books have a couple of good ideas and are padded out with fluff. This is jammed with good ideas from start to finish, debunking myths in a humorous and practical way and giving you the tools you need to make more money online.

Charles Nicholls, Founder, SeeWhy

The days of marketing online just for the sake of being present are long gone. Stakeholders at all corporate levels now demand optimized campaigns, making clear the value proposition and return on investment. You Should Test That! reveals deep online testing secrets that fuel some of the most effective companies in the world.Read this book, or read about it somewhere else.

Marty Weintraub, author of Killer Facebook Ads and CEO, aimClear

Chris Goward knows the secret to business: listen to your gut, and then test what it says. This book is a must read for understanding why scientific testing is the key to continuous improvement in your organization.

Jackie Huba, author of Creating Customer Evangelists and Citizen Marketers

Chris Goward is the Nate Silver of conversion optimizationsmart, entertaining, and a step ahead of everyone else. If you want to be prepared for the future of online marketing, read his book.

Lance Loveday, Co-author, Web Design for ROI and CEO, Closed Loop

What I really liked about this book was the thorough data-driven approach to helping you make informed decisions of what to do with your website. Packed with 15 real-world case studies, Chris writes a non-technical book that is full of practical tips for building a culture of business decisions through tested insights. In other words, getting data and its sibling testing optimization out of a silo and integrated into the blood stream of your organization.

Brian Clifton, author of Advanced Web Metrics with Google Analytics

I thoroughly enjoyed the unique perspective Chris is taking in his book when talking about conversion rate optimization. Its an eye-opener! Also, the great number of case studies in the book makes the message even more convincing. As an entrepreneur, I did find something new in this approach.

Ann Smarty, Founder, SEOSmarty.com

Chris is a highly regarded conversion expert who has produced a wonderful book that makes a complex process easy to understand. It covers many of the organizational barriers to change and how to get support for changes to the website. It also covers what you need to know about managing and implementing your conversion project. I recommend this book to anybody wanting to improve their conversion success.

Bruce Clay, coauthor of Search Engine Optimization All-in-One For Dummies and President, Bruce Clay, Inc.

What I like about Chriss approach is that he can be both tactical and strategic. On the one hand, you can use this book to ensure your website isnt a slacker. But on the other, you can also use it on a broader level, to guide decisions based less on gut, and more on real insight.

Ann Handley, co-author of Content Rules and Chief Content Officer, MarketingProfs

Marketing has changed fundamentally with the rapid growth of the online channel, to the point that close enough and gut feel are mostly working their way out of marketers vernacular. Chris Gowards new book is an important manifesto for todays digital marketers that want to continue to push lead and conversion performance while also aiming for the holy grail of outstanding user experience. He describes that testing is so much more than simply conversion optimization, and makes solid arguments for the value of adopting a data-driven iterative testing model. I would recommend that this book be read not only by marketing executives and strategists, but also by the analysts that are collecting and evaluating business performance data.

Chris Boggs, Digital Marketing Strategist with over 13 years of experience, currently serving as the Chairman of SEMPO.org

In his book You Should Test That! Chris Goward preaches the importance of clarity, among other things, and he takes his own advice. Goward is unambiguous and unyielding as he guides us to tests that give clear direction toward online success. Yet, he successfully weaves scientific rigor into intuition and creativity. The chapter on creating an optimized value proposition should be required reading in business schools. His Optimization Manifesto sums it up perfectly: We believe in art and science.