Chris Goward

Overview

You Should Test That! by Chris Goward is an insightful and practical guidebook on conversion optimization. In this book, Goward explores the world of A/B testing and provides readers with actionable strategies to improve their online marketing campaigns. Goward is the founder of the customer optimization agency WiderFunnel and brings his extensive experience in testing and optimization to the forefront of this book. With a focus on data-driven decision-making, the author shows how businesses can optimize their websites and marketing efforts to increase conversions and revenue.

Key Points / Ideas

Goward's book is packed with valuable insights, practical advice, and evidence-backed arguments on the importance of testing and optimization in online marketing. Here are some of the key points discussed in You Should Test That!:

1. The value of testing: Goward emphasizes that testing is crucial for businesses to make informed decisions and achieve optimal results. He argues that relying on gut instincts or following industry best practices without testing may lead to missed opportunities and wasted resources. Testing, on the other hand, allows businesses to gather data and evidence to support their decision-making process.

2. The conversion optimization process: The author outlines a systematic process for conversion optimization, comprising several key steps. Goward encourages businesses to start with data analysis to identify areas for improvement, then move on to developing hypotheses, designing tests, and implementing them. He emphasizes the iterative nature of testing and highlights the importance of continuous learning and optimization.

3. Designing effective tests: Goward provides practical advice on how to design effective A/B tests. He emphasizes the need to focus on one key element or change at a time, ensuring that tests are statistically significant, and avoiding common pitfalls such as testing too many variations simultaneously.

4. The power of segmentation and personalization: The author highlights the importance of segmenting audiences and tailoring experiences to specific user groups. Goward argues that personalization can significantly impact conversion rates and customer satisfaction. He presents case studies and evidence from successful companies to support his argument.

5. Overcoming biases and assumptions: Goward stresses the need to challenge assumptions and overcome biases when conducting tests. He emphasizes the importance of understanding the psychological factors that influence decision-making and tailoring tests accordingly. The author provides practical techniques and examples to help readers avoid common biases.

6. Data-driven decision-making: Throughout the book, Goward emphasizes the importance of making data-driven decisions. He argues that relying on data and evidence reduce the risks associated with subjective decision-making, ultimately leading to more effective and profitable marketing campaigns. The author shares various examples and case studies to demonstrate the power of data-driven decision-making.

Conclusion

You Should Test That! is a must-read for anyone involved in online marketing. Chris Goward provides readers with practical strategies, actionable advice, and compelling evidence to make better-informed decisions and optimize their online campaigns. The book emphasizes the value of testing and highlights the iterative nature of optimization. By following Goward's systematic approach and harnessing the power of data-driven decision-making, businesses can improve conversion rates, increase revenue, and stay ahead of the competition. If you're interested in learning more about conversion optimization and testing, this book is a great starting point. For further reading on the topic, consider exploring "Conversion Optimization: The Art and Science of Converting Prospects into Customers" by Khalid Saleh and Ayat Shukairy or "Optimizely: The Surprising Science of Testing and Optimization" by Dan Siroker and Pete Koomen.