You Should Test That | Chris Goward

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


Welcome to the summary of ‘You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing’ by Chris Goward. This book offers insights on the importance of conversion rate optimization (CRO) in maximizing the effectiveness of your website, turning visitors into real customers. Learn how CRO goes hand in hand with search engine optimization (SEO), and explore vital factors such as value proposition, relevance, clarity, anxiety, distraction, and urgency using the LIFT model. This summary aims to demystify complex concepts and provide you with instrumental knowledge to optimize your web presence in order to achieve your business objectives.

Conversion Rate Optimization: The Key to Successful Online Business

In today’s digital age, businesses must have a strong website presence to survive. A high conversion rate is essential to making the most out of website traffic. This summary discusses the importance of conversion rate optimization (CRO) to ensure the site’s visitors are turned into paying customers. CRO improves the customer experience, builds trust and directly affects the conversion rate. A poorly optimized website can turn off potential customers and negatively affect their perception of the product, a phenomenon known as the “halo effect.” CRO is not just about getting more traffic; it’s about maximizing the potential of the existing traffic.

Design Agencies Vs. Conversion Rate Optimization

Many companies entrust design agencies to optimize their websites without realizing that design agencies don’t necessarily have the necessary skillset to increase conversion rates or revenue. Design agencies often prioritize creating aesthetically pleasing websites without considering a website’s business goals. Instead of asking what a website should look like, companies should focus on how it works and affects revenue. Furthermore, designers often use the HiPPO (highest-paid person’s opinion) method for decision-making, which isn’t an effective approach. Instead, companies and designers should utilize the Customer Tested Method, which involves formulating hypotheses about which page design will generate the highest conversion rate and testing them. By testing different designs and layouts, companies can pinpoint which layout is the most effective at driving conversions.

SEO and CRO Relationship

Many companies focus on SEO while ignoring the benefits of CRO. However, SEO and CRO work hand in hand. Sites optimized for CRO are more user-friendly, therefore improving SEO. CRO also results in a better conversion rate, leading to better search engine rankings. To avoid losing good ranking, CRO testing should be done using the same title tags, meta tags, and heading content.

Define Your Website Goals

Building a website without clear and definable goals is a waste of valuable time and energy. This book suggests creating a system of higher-order and lower-order goals that stem from your primary goal, such as increasing sales. By using this system, optimizing for your desired results becomes more manageable, and you can prioritize website elements that will boost your primary goal. This book provides a step-by-step guide to help you define your website goals and create a site layout that supports your goals. With a clear understanding of your website’s purpose, you can create a more effective website that attracts your target audience and converts them into sales.

The LIFT Model for Conversion Rate Optimization

The LIFT model is a great tool to measure the factors that influence conversion rate optimization. This model highlights six factors – value proposition, relevance, clarity, anxiety, distraction, and urgency. A strong value proposition is the foundation of the model, as it reassures visitors that the benefits of your product outweigh its costs, leading to their action. Communication is key when it comes to improving relevance and clarity. Anxiety can be reduced by establishing credibility and building trust. Distractions must be removed from the site, such as animations or large images, which could steal attention from the primary message. Finally, creating urgency can be achieved through limited-time offers. The LIFT model serves as a useful guide to improve conversion rates, and by assessing and enhancing each of these factors, you can make data-driven tests to increase conversion rates.

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