The Book that Redefines Conversion Optimization: You Should Test That!

6 min. read | Last updated: December 12th, 2017

Editor’s Note: Preview You Should Test That! > Download your free chapter, here!

I’m excited to announce that my new book is now shipping from Amazon!

You Should Test That: Conversion Optimization for More Leads, Sales and Revenue or The Art and Science of Optimized Marketing is now available!

It may be the longest book title ever, but hopefully it makes sense when you see the cover design.

You can simply call it You Should Test That!

You Should Test That!—the book that redefined conversion optimization
You Should Test That!—the book that redefined conversion optimization

In this post, I’d like to share some of the background, how this happened and what I hope the book to achieve.

If you’d rather not read the whole story, you can skip to the book’s website where you’ll find:

Or, you can head over to Amazon to buy a copy.

An Evolution of Knowledge Sharing

I was so fortunate in the early days of WiderFunnel to connect with Google as a partner and client, which game me that chance to meet great people like Tom Leung and Avinash Kaushik. They both encouraged me to start speaking at conferences and webinars to share the insights we’d been gaining.

From those early presentations, it didn’t take long for news of our results and case studies to spread and the conference invitations accumulated. Someone recently asked me to quantify my speaking experience and I thought this trend was interesting.

conversion optimization marketing conference speaker experience
Conference speaking events

(I don’t expect the hockey stick curve to continue or I’ll soon run out of weeks in the year.)

Then, people asked for more. At conferences, I was asked many times when my book was coming out.

I entertained the idea, but couldn’t imagine having time on top of building WiderFunnel, traveling to conferences and being a dad to my daughters.

In 2011, I finally decided that days weren’t going to get longer and I’d have to find time if I ever wanted to get my message out. At the same time, the excellent Acquisitions Editor, Willem Knibbe, approached me again. After much discussion, he convinced me that Wiley could develop the unique approach I wanted to take.

A Different Kind of Marketing Book

I wanted this book to be different.

I didn’t want to write a technical how-to manual. There are lots of those already that do a better job than I could. And, I don’t believe technical skills are the most important for getting results.

It also couldn’t be a purely conceptual business book that wasn’t applicable. Execution of a strategy is just as important as the concept.

I wanted the book to be about how to really get results in your business.

I wanted to create a balance between inspiration and perspiration — a mix of how-to and why-to. It’s a lot like what I believe conversion optimization must be: art and science, right brain and left-brain, gut and test. (Check out our marketing optimization manifesto for more on this)

In the book, I show details that have never before been released about WiderFunnel’s optimization system. It shows how to:

  • Use the LIFT Model as a conversion optimization planning framework (with many examples)
  • Find data in your web analytics to help prioritize your tests
  • Find the triggers that move customers and prospects to act
  • Re-evaluate your value proposition (including both tangible and intangible aspects)
  • Create powerful hypotheses
  • Optimize the relevance of your entire conversion funnels, including landing pages
  • Test to improve the clarity of your information hierarchy, eyeflow, imagery, color, copywriting, and call-to-action
  • Reduce negative anxiety and use the right kind of anxiety to your advantage
  • Optimize your pages to minimize distraction
  • Create and test urgency tactics to boost motivation
  • Move beyond simple conversion rate lift to dramatically lift revenue and profit
  • Make business decisions through tested insights.

And lots more too!

The book includes 15 full case studies of real tests plus many more examples of how companies are succeeding and failing in their websites and marketing.

An Unorthodox Approach

I also wanted to take a different tone than other books. The publisher calls it “unconventional.”

Rather than creating a dry, textbook-style information dump, I’ve attempted to communicate conversationally, using hand-drawn annotations to communicate clearly and comics to disarm defences.

Here’s a comic from Chapter 8 – Optimize for Anxiety that says more than a page full of writing could:

Anxiety inducing forms for conversion optimization
A comic from the Optimize for Anxiety chapter

(Yes, I hand-drew all the original illustrations myself.)

But, it’s not all fun and games. There are lots of real LIFT Analyses and recommendations for conversion rate the profit improvement. Here’s a sample illustration from Chapter 5 – Optimize Your Value Proposition that shows my modified microeconomic model based on real-life, observed pricing impacts.

Goward Economic Model for conversion optimization
The Goward Economic Model

It Takes a Village

I’m pleased with how the book turned out. It seems others are as well. I’ve been humbled by the support I’ve received from very smart people.

I was so thrilled when Avinash offered to write the book’s foreword. He’s brilliant.

And so many others have given glowing pre-release reviews too. For example, here’s what a few awesome business thinkers have said:

In You Should Test That! Chris doesn’t just talk about what you should test, but how to think about your marketing in a very smart and strategic way. Too many brands are wasting too much money on marketing without doing the strategic testing first. You Should Test That! screams, ‘You should buy this book!’

— Mitch Joel, President of Twist Image & Author, Blogger, Podcaster of Six Pixels of Separation

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. This well-illustrated guide to all aspects of testing is a must-read for anyone responsible for marketing decision-making.

— Roger Dooley, author of Brainfluence

Chris Goward knows the secret to business: listen to your gut, and then test what it says. This book is a must read for understanding why scientific testing is the key to continuous improvement in your organization.

— Jackie Huba, author of Creating Customer Evangelists and Citizen Marketers

Read this book, and you will profit. Chris Goward gets it. I know. I’ve stalked him for years. His LIFT framework was the missing piece of my CRO puzzle leading to millions of dollars in additional sales for our small family business over the past few years.

If you’re a competitor of mine, I’m just kidding. CRO is just a fad. Your shopping cart is just fine. Don’t change a thing.

— Rob Snell, Gun Dog Supply

The only problem I’ve had is choosing which reviews to show. So far, I’ve received insightful reviews from 42 business leaders.

The Unanticipated Benefits of Writing the Book

There are a thousand thoughts lying within a man that he does not know till he takes up a pen to write.

– William Makepeace Thackeray

The process of writing the book also forced me to spend a lot of time thinking about WiderFunnel’s approach.

Every morning for a year, no matter which city I was in, I woke up early to put in an hour or two or three (or more) of writing.

Writing in san francisco
The morning writing routine

That thinking and writing time forced me to organize thoughts and develop new systems and frameworks, many of which we’re just now testing out and continuing to evolve.

Over the past year, we’ve refined our system and continue to improve greatly because of it. It’s the best thing I could have done for the business. I hope to continue a similar discipline whether it turns into another book or not.

Now, I want to give you a chance to get ahead of your competitors too:

1. Buy it now

2. Read it quickly

3. Share it with others

I hope you like it!


Chris Goward

Founder & CEO

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