You Should Test That: Conversion Optimization for More Leads, Sales and Profit or the Art and Science of Optimized Marketing by Chris Goward Summary

1. Chris Goward’s LIFT Model balances emotional triggers and usability for conversion success
2. Test value propositions before design changes to prioritize high-impact optimizations
3. Reduce user anxiety with clarity and urgency to boost conversion rates
4. Continuous A/B testing beats executive intuition in driving website performance gains
5. Align landing page messaging with visitor intent to maximize relevance and trust
6. Chris Goward advocates structured experimentation over guesswork in digital marketing strategies
7. Optimize for clarity first to eliminate confusion and friction in user journeys
8. Leverage the LIFT Model’s six elements to diagnose and fix conversion bottlenecks
9. You Should Test That! proves data-driven decisions outperform industry best practices
10. Replace generic CTAs with urgency-driven language validated through split testing
11. Map customer objections to anxiety-reducing page elements for higher conversion lift
12. Treat website optimization as cyclical science, not one-time design perfectionism

About the Author

Chris Goward is the bestselling author of You Should Test That! and a globally recognized pioneer in conversion rate optimization. As founder of WiderFunnel, which he launched in 2007 and scaled into a leading experimentation agency before its 2021 acquisition, Goward established the conversion optimization field through data-driven frameworks like the LIFT Model and PIE Framework.

His book—a foundational marketing strategy resource—teaches businesses to replace guesswork with evidence-based testing, drawing on his work with Fortune 500 clients including Google, SAP, and eBay.

A sought-after speaker at hundreds of conferences worldwide, Goward’s insights have shaped digital marketing practices across industries. He serves on the board of Giving What We Can Canada and contributes to entrepreneurial thought leadership through talks and articles. You Should Test That! remains a cornerstone text for marketing professionals, cited for its actionable methodologies that drive measurable revenue growth.

FAQs About This Book

What is You Should Test That! by Chris Goward about?

You Should Test That! is a guide to conversion rate optimization (CRO) that emphasizes data-driven testing over guesswork. Chris Goward outlines a 7-step process for improving website performance, including audience analysis, hypothesis creation, and A/B/multivariate testing. The book introduces frameworks like the LIFT Model, which balances value proposition clarity with reduced user anxiety to boost conversions. Case studies demonstrate how strategic testing increases leads, sales, and profits.

Who should read You Should Test That!?

Marketers, UX designers, and business owners seeking to optimize website performance will benefit most. The book is ideal for those tired of subjective design debates and eager to use testing tools like A/B experiments. Goward’s actionable advice suits both beginners and seasoned professionals looking to systematize their CRO efforts.

Is You Should Test That! worth reading?

Yes, for anyone serious about data-driven marketing. The book provides a repeatable framework for testing hypotheses, backed by real-world examples from Goward’s agency, WiderFunnel. However, critics note it doesn’t quantify testing costs or address budget constraints.

What is the LIFT Model in You Should Test That!?

The LIFT Model identifies six elements affecting conversions:

• Value proposition relevance
• Clarity of messaging
• Reduction of distractions/anxiety
• Incentive alignment
• Urgency creation
• Attention direction

Goward compares it to aerodynamic lift, where optimizing these “airflow” factors increases desired user actions.

How does You Should Test That! recommend structuring A/B tests?

Tests should follow a hypothesis-driven approach:

1. Identify conversion barriers through analytics
2. Formulate a “Changing X will improve Y” statement
3. Design experiments isolating one variable
4. Measure statistical significance before scaling

Examples include testing video reviews for product pages or emotion-driven headlines for service pages.

What are the main criticisms of You Should Test That!?

While praised for its methodology, the book doesn’t address the time/cost of implementing ongoing tests or how to prioritize tests for resource-constrained teams. Some note it focuses heavily on WiderFunnel’s case studies without broader industry examples.

How does You Should Test That! approach hypothesis creation?

Hypotheses must be specific and measurable, like “Increasing font size from 12px to 16px will improve readability and form submissions by 15%.” Goward emphasizes aligning tests with business goals rather than arbitrary design changes.

What real-world examples does You Should Test That! include?

Case studies feature:

• A shoe brand boosting orders with video reviews
• An online florist improving engagement via emotional headlines
• A consulting firm redesigning contact forms for higher lead capture

These illustrate how incremental changes yield significant results.

How does You Should Test That! complement SEO strategies?

Goward argues CRO and SEO are synergistic—better-converting pages retain visitors longer, improving dwell time signals. Conversely, SEO traffic provides more data for testing. The book advises aligning keyword targeting with landing page experiments.

What is Chris Goward’s background in conversion optimization?

Goward founded WiderFunnel, a leading CRO agency, and has tested over 1,000 campaigns for brands like Microsoft and HP. His expertise in blending creativity with analytics shapes the book’s实战 approach.

How does You Should Test That! differ from other marketing books?

Unlike theoretical guides, it provides a battle-tested, step-by-step system focused on measurable outcomes. The emphasis on hypothesis validation over intuition sets it apart from conventional design or copywriting manuals.

Can You Should Test That! help with e-commerce optimization?

Yes. The LIFT Model and testing frameworks apply directly to product pages, checkout flows, and promo campaigns. Goward discusses optimizing elements like trust badges, pricing displays, and urgency tactics for online retailers.