"Create Hypotheses with the LIFTTM 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.
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- Chapter 1 "Why You Should Test That"
- Chapter 2 "What Is Conversion Optimization?"
- Chapter 3 "Prioritizing Testing Opportunities"
- Chapter 4 "Create Hypotheses with the LIFT Model"
- Chapter 5 "Optimize Your Value Proposition"
- Chapter 6 "Optimize for Relevance"
- Chapter 7 "Optimize for Clarity"
- Chapter 8 "Optimize for Anxiety"
- Chapter 9 "Optimize for Distraction"
- Chapter 10 "Optimize for Urgency"
- Chapter 11 "Test Your Hypotheses"
- Chapter 12 "Analyze Your Test Results"
- Chapter 13 "Strategic Marketing Optimization"
