Summary of You Should Test That!

Conversion Optimization for More Leads, Sales, and Profit or the Art and Science of Improving Websites

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You Should Test That! book summary
If you have a website, you can always improve it, but be sure to test your changes.


8 Overall

8 Applicability

8 Innovation

7 Style


The core message of this book is in the title: Whatever you do to your website, test it. Author Chris Goward argues that companies make decisions about their websites based on conformity, fear of the big boss, intuition, habit and so on. The result is that websites don’t accomplish all they could. Goward explains the why and how of testing your site and what you should test. Even more valuable than his first-rate, specific advice is his repeated mantra: “You should test that!” Unfortunately, Goward doesn’t quantify what this extensive, ongoing testing will cost (He should test that!). getAbstract recommends Goward’s method to everyone who does business online, those in marketing and those who’d like a little humor along with a good dose of sound advice.

In this summary, you will learn

  • Why you should test your website
  • What you should test on your website
  • How to test your website


Why Testing Matters
Every colleague, employee and customer has an opinion about your website. Most of their beliefs are out of date, biased, based on experience in some irrelevant realm or, most often, just plain wrong. Rather than going with your opinion, their opinion, the opinion of...
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About the Author

Chris Goward is founder and CEO of WiderFunnel, a conversion optimization agency.

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    Spiros Drakatos 3 years ago
    It doesn't really describe how to test. All the theoretical stuff are nice and have a point but without practical advice there is little use.
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    Guest 3 years ago
    It's a great book to read and it works best if you work with the "Keep it simple" approach. The biggest downturn of this approach seems to be that automated tests need a lot of test data to give a clear result, which may mean that if you have a page with lots of problems, you may end up progressing only very slowly. As suggested, first trying to figure out what your website should actually achieve and then comparing it with what it actually does is always a great idea.

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    Web Pages that Work
    The internet is full of ugly, uninformative websites, but you can make yours better, businesslike and beautiful

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