You Should Test That - by Chris Goward (Paperback)
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<p><b>Join the Scientific Marketing Revolution</b></p> <p>Conversion optimization has become the go-to strategy for marketers to increase demand and profit from their websites. <i>You Should Test That!</i> 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.</p> <p>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.</p> <ul> <li>Prioritize where and what to test on your websites and landing pages for maximum revenue lift</li> <li>Master all testing types, including multivariate, A/B/n, and split path</li> <li>Evaluate the key analytics reports--essential to understanding where you are now</li> <li>Create a conversion optimization strategy aligned with your business and marketing goals, and get your team on board</li> <li>Test for relevance, clarity, urgency, and other key factors in the Landing Page Influence Function for Tests (LIFT) model</li> <li>Follow compelling case studies and learn how to emulate their success</li> </ul> <p>"<i>You Should Test That!</i> 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."<br /> --<b>Jesse Nichols</b>, Agency Partnerships, Google Analytics</p> <p>"When you've finished <i>You Should Test That!</i>, you'll be armed not just with the belief in the importance of testing and optimization, but with the mental tools to accomplish them."<br /> --<b>Stefan Tornquist</b>, VP Research, Econsultancy US</p> <p>"In <i>You Should Test That!</i>, Chris doesn't just talk about what you should test, but how to think about your marketing in a very smart and strategic way."<br /> --<b>Mitch Joel</b>, President of Twist Image and Author, Blogger, Podcaster of <i>Six Pixels of Separation</i></p>
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