You Should Test That! Book Summary - You Should Test That! Book explained in key points
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You Should Test That! summary

Chris Goward

Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

4.5 (23 ratings)
20 mins

Brief summary

"You Should Test That!" by Chris Goward is a guidebook for businesses looking to optimize their websites and marketing campaigns through A/B testing. The book provides practical tips and case studies to help readers achieve measurable improvements in their conversion rates.

Table of Contents

    You Should Test That!
    Summary of 9 key ideas

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    Optimizing for a higher conversion unlocks hidden profits for your business.

    In today’s Information Age, businesses need a good web presence if they want to succeed – even if they’re selling their products primarily offline. In fact, according to a study conducted by Experian, 90 percent of buyers research products online before purchasing them offline.

    Clearly, you need a website. But not just any old website! To run a successful business, it’s not enough to optimize your website in a way that nets you huge traffic. That traffic needs to convert into immediate monetary value.

    So your goal is to turn your site visitors into real customers, and that’s what conversion rate is all about.

    The conversion rate describes what percentage of site visitors complete some action that you want them to carry out, such as making a purchase, signing up for a newsletter and so on. Simply put, your site’s conversion rate is its number of visitors divided by the number of those visitors who do the thing you want them to do.

    Your goal, then, is to maximize the amount of products you sell to the visitors you already have using conversion rate optimization (CRO).

    Not only does CRO directly affect your conversion rate, it also helps you to avoid the halo effect caused by a poorly made website. The halo effect is when a customer’s bad experience with your website negatively affects their perception of your products.

    The author, for example, recalls a visit he paid to BlackBerry’s website, which was incredibly slow due to their use of large images. Once the page was finally fully loaded, the author was met with a range of the newest BlackBerry phones under the headline: “Unbelievably fast. Unmistakably BlackBerry.”

    Irony aside, this slow loading time might make it harder for customers to actually believe that BlackBerry phones are as fast as they claim. Even though the website’s loading time is entirely unrelated to the phone, that general feeling of slowness continues to hang, halo-like, over the product.

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    What is You Should Test That! about?

    You Should Test That! (2013) dives deep into the science of conversion rate optimization, offering readers a wide range of tips and tricks they can use to turn their site visits into sales.

    You Should Test That! Review

    You Should Test That! (2012) is a must-read for anyone looking to optimize their website and maximize conversions. Here's why this book stands out:

    • Offers practical, actionable strategies for running effective A/B tests, allowing readers to make data-driven decisions that lead to better results.
    • Presents a wealth of real-life case studies and examples, giving readers a clear understanding of how to apply the principles in their own projects.
    • With its engaging writing style and emphasis on the importance of testing, the book manages to make a potentially dry topic intriguing and relevant.

    Best quote from You Should Test That!

    Maintaining good SEO brings you more qualified traffic, and good CRO converts more of that traffic into customers.

    —Chris Goward
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    Who should read You Should Test That!?

    • Any business owner who wants to unlock the full potential of their website
    • Anyone interested in online marketing
    • Web designers and marketing managers

    About the Author

    Chris Goward is the founder of WiderFunnel, a marketing-optimization agency that has worked with clients such as Google, Electronic Arts and Babyage.com.

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    You Should Test That! FAQs 

    What is the main message of You Should Test That!?

    The main message of You Should Test That! is the importance of data-driven testing to optimize and improve business results.

    How long does it take to read You Should Test That!?

    Reading time for You Should Test That! varies based on reading speed, but it typically takes a few hours. The Blinkist summary can be read in just 15 minutes.

    Is You Should Test That! a good book? Is it worth reading?

    You Should Test That! is a valuable book that provides actionable insights and strategies for optimizing business success.

    Who is the author of You Should Test That!?

    Chris Goward is the author of You Should Test That!.

    What to read after You Should Test That!?

    If you're wondering what to read next after You Should Test That!, here are some recommendations we suggest:
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    • The First Rule of Mastery by Michael Gervais
    • The Intelligence Trap by David Robson
    • The Psychology of Money by Morgan Housel
    • The Life-Changing Magic of Tidying Up by Marie Kondo
    • How to Grow Your Small Business by Donald Miller
    • Talk Triggers by Jay Baer and Daniel Lemin
    • Marketing 5.0 by Philip Kotler & Hermawan Kartajaya & Iwan Setiawan