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.

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You Should Test That

Chris Goward

3.9 (243 Reviews)

Business Technology Entrepreneurship

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"You Should Test That" demolishes marketing "best practices" with data-driven strategies that boosted Shutterfly and Google conversions by 400%. Chris Goward's revolutionary LIFT Model has transformed how industry leaders approach optimization - replacing executive opinions with scientific testing that actually works.

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Instead of relying on opinions, websites should communicate unique value propositions tailored to specific business goals and target audiences.

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You Should Test That

Chris Goward

3.9 (243 Reviews)

Business Technology Entrepreneurship

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Автор

Часто Задаваемые Вопросы

Исследуйте Свой Способ Обучения

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Карточки8 идей

Захватите ключевые идеи мгновенно для быстрого обучения

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Instead of relying on opinions, websites should communicate unique value propositions tailored to specific business goals and target audiences.

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Ключевые выводы

Why Your Website Is Silently Bleeding Money

00:00

Something remarkable happens when a visitor lands on your website. In just two-tenths of a second-faster than you can blink-their brain has already decided whether to stay or leave. Most choose to leave. And every time they do, you're watching potential revenue evaporate. Here's what makes this truly frustrating: even the world's most successful companies-Google, Facebook, Amazon-obsessively test and refine their websites because they know a fundamental truth. Your website is almost certainly underperforming, and you probably have no idea why. The culprit isn't laziness or incompetence. It's something far more insidious: the way websites get built in the first place. Companies select designs based on competitor sites without knowing whether those sites actually convert. Design agencies prioritize client happiness and creative awards over revenue. Both parties rarely establish concrete business goals before starting. The result? Websites designed by copying other websites, perpetuating an endless cycle of mediocrity. Then there's the "best practices" trap-following average approaches that keep you average. But the real damage comes from how decisions get made. The HiPPO method defers to the Highest-Paid Person's Opinion. The Black Turtleneck method accepts pronouncements from supposed experts without question. Neither produces results that can be measured, improved, or defended with data.

The Hidden Cost of Guesswork and Complete Redesigns

The LIFT Model: Six Forces That Control Every Conversion

Testing What Actually Matters: The PIE Framework

Value Proposition: The Emotional Logic of Why People Buy

Clarity and Anxiety: Removing Friction From the Path to Conversion

Building a Culture Where Testing Thrives

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Узнайте больше о том, как обсуждают BeFreed в интернете

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

Создано выпускниками Колумбийского университета в Сан-Франциско

BeFreed объединяет глобальное сообщество из 1,000,000 любознательных умов

Узнайте больше о том, как обсуждают BeFreed в интернете

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

1.5K Ratings4.7

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Похожее

Ключевые выводы

Why Your Website Is Silently Bleeding Money

The Hidden Cost of Guesswork and Complete Redesigns

The LIFT Model: Six Forces That Control Every Conversion

Testing What Actually Matters: The PIE Framework

Value Proposition: The Emotional Logic of Why People Buy

Clarity and Anxiety: Removing Friction From the Path to Conversion

Building a Culture Where Testing Thrives

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Похожее

Ключевые выводы

Why Your Website Is Silently Bleeding Money

The Hidden Cost of Guesswork and Complete Redesigns

The LIFT Model: Six Forces That Control Every Conversion

Testing What Actually Matters: The PIE Framework

Value Proposition: The Emotional Logic of Why People Buy

Clarity and Anxiety: Removing Friction From the Path to Conversion

Building a Culture Where Testing Thrives