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You Should Test That! Conversion Optimization
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Charles Nicholls, the brilliant founder of SeeWhy, read You Should Test That and said, "Wow! This is packed full of stuff you can use today. So many business books have a couple of good ideas and are padded out with fluff. This is jammed with good ideas from start to finish, debunking myths in a humorous and practical way and giving you the tools you need to make more money online." http://ow.ly/hMF8m
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When your perceived benefits outweigh perceived costs, your prospect will have enough motivation to take action.

It’s important to note that I say "perceived" in the prospect’s mind. Each person’s perspective of your value proposition is influenced by their experiences, temperament, and past interactions with your brand and competitors.
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Stats are often misused.

A common problem with focus groups and usability tests is believing a very small group of people speak for your entire audience. That's a dangerous assumption. Find out how to use qualitative data properly in You Should Test That, Chapter 3: "Prioritize Testing Opportunities."
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When you have your eye on revenue improvement, business decision become so much easier.

Follow the money (not your gut!) Find out how in You Should Test That Chapter 3: Prioritize Testing Opportunities.
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The book has reached The Netherlands!

It arrived yesterday for @tonwesseling of onlinedialogue.nl
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Have them in circles
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+Rob Snell has excellent taste in poolside reading...

From his FB post, "It is SO GOOD. I got a couple of dozen new test ideas on the plane. Chris Goward knows his stuff."
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In every field, those who test excel. http://ow.ly/i/1xjrc
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Your prospects are frustrated. Test and improve your website, please.
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What's the goal of your social media? Do you know its value?

Find out how to set your website goals properly in You Should Test That, Chapter 3: "Prioritize Testing Opportunities."
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Don't let stats mislead you.

Controlled test results give the best data you can get. Interpret them properly with You Should Test That, Chapter 12: "Analyze Your Test Results."
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Website conversion performance hasn't kept up with expectations. We're all as disappointed as you are. Make it better with Conversion Optimization.
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Have them in circles
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Tagline
The book that redefined conversion optimization
Introduction
You can dramatically increase your profit and impact your business with the approach I call Strategic Marketing Optimization. This book will show you how.