You should test that : conversion optimization for more leads, sales and profit or the art and science of optimized marketing / Chris Goward ; with foreward by Avinash Kaushik.

Why you should test that — What is conversion optimization? — Prioritize testing opportunities — Create hypotheses with the LIFT model — Optimize your value proposition — Optimize for relevance — Optimize for clarity — Optimize for anxiety — Optimize for distraction — Optimize for urgency — Test your hypotheses — Analyze your test results — Strategic marketing optimization.

Learn how to convert website visitors into customers. Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work. Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates. Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods. Helps you learn what to adjust, how to do it, and how to analyze the results. Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics. You Should Test That explains both the 'why' and the 'how' of conversion optimization, helping you maximize the value of your website.

Bibliography from B3 Ecommerce Fundamentals