Find Out What Really Works
You can dramatically increase your profit and impact your business with the approach I call Strategic Marketing Optimization. This book will show you how.
You Will Learn:
- How to find the words and images that move customers and prospects to buy.
- How to dramatically lift conversion rates for leads, sales and revenue.
- How to find the right value proposition for your products or services.
- How to use the proven conversion optimization system and hypothesis 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.
You can stop the endless debates and hand-wringing over your website design and content. Read You Should Test That! and learn what really works in marketing today.
Author: Chris Goward
Chris Goward was one of the first people to look at online content and say, "You Should Test That!" From that revelation he founded WiderFunnel the full-service marketing optimization agency that pioneered landing-page and conversion-rate optimization methods for companies such as Google, Electronic Arts, Iron Mountain, and BabyAge.com.
More About Chris
Foreword by Avinash Kaushik
Avinash Kaushik is the digital marketing evangelist for Google and the co-founder of Market Motive Inc.
Through his blog, Occam's Razor, and his bestselling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become recognized as an authoritative voice on how marketers, executive teams and industry leaders can leverage data to fundamentally reinvent their digital existence.
Avinash received the 2009 Statistical Advocate of the Year award from the American Statistical Association, and the 2011 Most Influential Industry Contributor award from the Web Analytics Association.
Read the Forward by Avinash KaushikChapter Overviews
You Should Test That will teach you the processes, frameworks and tactics that create winning businesses. It includes 15 full case studies of real tests plus many more examples of how companies are succeeding and failing in their websites and their marketing.
Join our chapter discussions to add your thoughts to the following chapter topics:
- Chapter 1 "Why You Should Test That"shows why testing and optimization are important for your success, the traditional website redesign is broken, and so called "best practices" are not best.
- Chapter 2 "What Is Conversion Optimization?"introduces the scientific testing method, dispels common myths of conversion optimization, and shows how to align your business goals with your website conversion goals. A case study in this chapter shows how a multi-test conversion-optimization strategy improved website content engagement for a tourism organization.
- Chapter 3 "Prioritizing Testing Opportunities" gets into practical steps to prioritize your testing opportunities using the PIE Framework to organize your web analytics and heuristic analysis and offers an affiliate marketing case-study example.
- Chapter 4 "Create Hypotheses with the LIFT Model" defines the LIFT Model heuristic analysis framework and introduces the following six chapters that show how to use that framework to develop great test hypotheses.
- Chapter 5 "Optimize Your Value Proposition" digs into the concept of the value-proposition equation and how to test all aspects of your tangible features, intangible benefits and costs. A case study with Electronic Arts demonstrates how a conversion-optimization strategy doubled the game registration conversion rate for The Sims 3.
- Chapter 6 "Optimize for Relevance" shows how to optimize the four aspects of relevance—source, target audience, navigation, and competitive—and includes an e-commerce case study of a dramatic home page redesign test and another multivariate test case study.
- Chapter 7 "Optimize for Clarity" gives guidelines and examples for enhancing the clarity of your information hierarchy, design, call to action, and copywriting, with three case studies, including a landing-page test for SAP.
- Chapter 8 "Optimize for Anxiety" shows how to turn anxiety in your favor and reduce your prospects' concerns about privacy, usability, effort, and fulfillment. An e-commerce case study shows a 42% increase in revenue per visitor.
- Chapter 9 "Optimize for Distraction" gives many examples of how distraction factors can reduce conversion rates, and how you can test to fix them.
- Chapter 10 "Optimize for Urgency" will help you test the effects of internal and external urgency and make sure your test results are valid in any season.
- Chapter 11 "Test Your Hypotheses"wraps up the hypothesis-development chapters and shows how to build a strong testing plan with the right goals, test areas, test types, and hypotheses isolations. The chapter also includes a case study and tips on how to get great test results.
- Chapter 12 "Analyze Your Test Results" gives guidelines for monitoring tests and analyzing them for reliable results and marketing insights.
- Chapter 13 "Strategic Marketing Optimization" is your call to action to become your organization's SMO champion and advocate a culture of continuous improvement.
In
Before the Web, non-targeted advertising ruled and creative people dominated marketing. But as Chris Goward shows, the Web allows for infinite data analysis, driving success to those who test.
David Meerman Scott, bestselling author of The New Rules of Marketing & PR Read all reviews
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.
Roger Dooley, author, Brainfluence Read all reviews
If you want to create massive advancements in your business and drive more sales, you need to read
