What will I learn about: why you must treat your website like a constantly tested machine rather than a static piece of art to drive actual business results?

Discover why you must treat your website like a constantly tested machine rather than a static piece of art to drive actual business results.

What will I learn about: how Conversion Rate Optimization (CRO) unlocks hidden profits from existing traffic and protects your products from the negative 'halo effect' of a poorly performing site?

Understand how Conversion Rate Optimization (CRO) unlocks hidden profits from existing traffic and protects your products from the negative 'halo effect' of a poorly performing site.

What will I learn about: replace the 'highest-paid person's opinion' (HiPPO) with the Customer Tested Method, ensuring your design choices are based on scientific hypotheses and real user data?

Learn how to replace the 'highest-paid person's opinion' (HiPPO) with the Customer Tested Method, ensuring your design choices are based on scientific hypotheses and real user data.

What will I learn about: why CRO and Search Engine Optimization (SEO) actually work hand-in-hand to keep users engaged longer while simultaneously boosting your search ranking?

Find out why CRO and Search Engine Optimization (SEO) actually work hand-in-hand to keep users engaged longer while simultaneously boosting your search ranking.

What will I learn about: the 'goals waterfall' framework to clearly define your website's primary purpose and actionable targets before wasting time on aimless optimization tests?

Master the 'goals waterfall' framework to clearly define your website's primary purpose and actionable targets before wasting time on aimless optimization tests.

You Should Test That!

Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

Chris Goward

★ 4.4 / 5(25 ratings)

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Categories:

Marketing & Sales Management & Leadership

If You're Curious About These Questions...

You should listen to this audiobook

💡What if you could stop guessing what your web visitors want and use a proven scientific method to turn more of them into paying customers?
💡Have you ever wondered why some websites effortlessly convert traffic into sales while others struggle, despite having the same amount of visitors?
💡Did you know that small, overlooked elements on your landing page could be the hidden 'conversion killers' sabotaging your business growth?

Listen to You Should Test That! — Free Audiobook

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Key Takeaways from You Should Test That!

✓Discover why you must treat your website like a constantly tested machine rather than a static piece of art to drive actual business results.
✓Understand how Conversion Rate Optimization (CRO) unlocks hidden profits from existing traffic and protects your products from the negative 'halo effect' of a poorly performing site.
✓Learn how to replace the 'highest-paid person's opinion' (HiPPO) with the Customer Tested Method, ensuring your design choices are based on scientific hypotheses and real user data.
✓Find out why CRO and Search Engine Optimization (SEO) actually work hand-in-hand to keep users engaged longer while simultaneously boosting your search ranking.
✓Master the 'goals waterfall' framework to clearly define your website's primary purpose and actionable targets before wasting time on aimless optimization tests.

Learning Tools

Reinforce what you learned from You Should Test That!

Mind Map

You Should Test That!

Mindset & Approach+

Avoiding False Assumptions+

CRO & SEO Synergy+

Defining Goals+

The LIFT Model+

Formulating Hypotheses+

Reducing Anxiety & Distraction+

Testing and Analysis+

Quiz — Test Your Understanding

Question 1 of 10

According to the author, what is the most accurate metaphor for a successful, well-functioning website?

A. A piece of art that combines elements into a beautifully balanced sculpture.
B. A motorcycle that requires constant testing, tweaking, and modification to run better.
C. A static digital brochure that perfectly mirrors your offline marketing materials.
D. An automated sales funnel that runs completely independently once it is built.

Question 2 of 10

How does the 'halo effect' manifest in the context of website optimization?

A. A highly ranked website automatically improves a company's offline sales.
B. A beautifully designed website distracts users from a weak value proposition.
C. Positive reviews on a third-party site increase the conversion rate of your landing page.
D. A customer's negative experience with a poorly functioning website negatively affects their perception of the actual products.

Question 3 of 10

What is a major flaw of the 'HiPPO Method' commonly used by design agencies?

A. It relies too heavily on historical data rather than predictive analytics.
B. It focuses exclusively on search engine optimization at the expense of user experience.
C. It defers final design decisions to the highest-paid person's opinion rather than scientific testing.
D. It demands excessive A/B testing, which significantly delays the launch of new websites.

Question 4 of 10

Why do some companies mistakenly avoid Conversion Rate Optimization (CRO) when rebuilding their websites?

A. They believe CRO is too expensive for small-to-medium businesses to implement.
B. They fear that CRO testing will negatively impact their search engine ranking (SEO).
C. They assume CRO only works for B2C e-commerce websites and not B2B companies.
D. They think CRO requires completely rebuilding the website's backend architecture from scratch.

Question 5 of 10

What is the purpose of using a 'top-down goals waterfall' before beginning optimization tests?

A. To map out the visual layout of the landing page from the top of the screen to the bottom.
B. To track the exact path a visitor takes from entering the site to completing a purchase.
C. To establish a clear hierarchy of website goals, ensuring primary business objectives inform secondary ones.
D. To ensure that the design team and the SEO team are communicating through a unified chain of command.

Question 6 of 10

According to the LIFT model, which of the following is considered the foundational factor of conversion rate optimization?

A. Urgency
B. Clarity
C. Relevance
D. Value proposition

Question 7 of 10

Which of the following is an example of a properly formulated, testable hypothesis for CRO?

A. Our visitors prefer the Helvetica font over the Arial font.
B. Changing our headline font from Arial to Helvetica will increase the conversion rate for newsletter sign-ups.
C. Making the website look more modern will improve overall user satisfaction and brand loyalty.
D. If we increase our SEO budget, we will inevitably see a higher return on investment.

Question 8 of 10

How did WordPress effectively reduce 'usability anxiety' for users filling out forms?

A. By pointing out user errors with gentle, apologetic messages in unintimidating lowercase letters.
B. By eliminating the need for passwords and using social media logins instead.
C. By offering a live chat support pop-up immediately when a form error occurs.
D. By automatically generating a unique username for the user if their first choice is taken.

Question 9 of 10

During the message-consumption stage, what is an effective strategy to keep visitors from getting distracted?

A. Presenting the entire product catalog at once so they don't have to click through multiple pages.
B. Using large, high-quality background animations to keep their visual attention focused on the screen.
C. Adding multiple pop-ups to remind them of limited-time offers and create urgency.
D. Reducing the number of choices and focusing on a few key messages or basic options.

Question 10 of 10

How long should an optimization test typically run to ensure reliable data?

A. Exactly 24 hours to capture the immediate initial impression of the new layout.
B. At least 10 days over two weekends to control for random variables.
C. Until the primary goal reaches a 50% conversion rate.
D. A maximum of 5 days to ensure search engines do not penalize the hidden test pages.