You Should Test That (Paperback)

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

By Chris Goward

Sybex, 9781118301302, 368pp.

Publication Date: January 14, 2013

List Price: 29.99*
* Individual store prices may vary.


Learn how to convert website visitors into customers

Part science and part art, conversion optimization is designedto turn visitors into customers. Carefully developed testingprocedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating awebsite that encourages visitors to take the action you seek. Thisbook guides you through creating an optimization strategy thatsupports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, andmaking the adjustments that work.

  • Conversion optimization is part science and part art; thisguide provides step-by-step guidance to help you optimize yourwebsite for maximum conversion rates
  • Explains how to analyze data, prioritize experimentopportunities, and choose the right testing methods
  • Helps you learn what to adjust, how to do it, and how toanalyze the results
  • Features hands-on exercises, case studies, and a full-colorinsert reinforcing key tactics
  • Author has used these techniques to assist Fortune 500clients

You Should Test That explains both the "why" and the"how" of conversion optimization, helping you maximize the value ofyour website.

About the Author

Chris Goward is founder and CEO of WiderFunnel, theconversion optimization agency that has improved marketing resultsby up to 400% for such firms as eBay, Google,, SAP, Electronic Arts, Iron Mountain, Expensify, Hair Club, and manymore. Chris is recognized as a conversion optimization thoughtleader, has an influential blog (, and speaksinternationally at such conferences as Search Engine Strategies, Pubcon, eMetrics, Search Marketing Expo, European ConversionSummit, IIMA, Conversion Conference, and Internet MarketingConference.