You Should Test That by Chris Goward Summary

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.