Anne F. Kennedy's Review of You Should Test That!

Anne F Kennedy

"Chris Goward's book You Should Test That! presents a compelling marketing manifesto to test everything—gut instincts, market research best practices, experts' advice—for continuous improvement. Testing works, and as the author's manifesto states, 'testing is the crucible for decision-making,'—profitable decision-making. This book details a clear, actionable explanation of the science and art of getting more revenue-generating actions from the same amount of visitors.

Using a top-notch roster of case studies, Chris Goward talks us through just how real companies increased conversions and revenue. His book is a thoroughly persuasive argument for creating a data-driven culture at your company and a road map for being an effective evangelist for it. How to gain senior level buy-in for testing. How to involve other departments. Interactive tools to tie results to revenue."

—Anne F. Kennedy, international search & social marketing strategist, and author of Global Search Engine Marketing: Fine-tuning Your International Search Engine Results

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You can dramatically increase your profit and impact your business with the Strategic Marketing Optimization approach. 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 endless debates over your website design and content. Read You Should Test That! and learn what really works in marketing today.

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