You Should Test That! -- Foreword: Be Super Awesome -- Introduction -- Chapter 1: Why You Should -- Your Website Is Crucial to Your Business -- Your Website Is Underperforming -- Web Design for Results (Rather than Aesthetics) -- Why "Best Practices" Aren't Best -- Is There a HiPPO in the Room? -- The Risks and Costs of Website Redesign -- Conversion-Rate Optimization Increases Revenue without Increasing Advertising Spend -- Conversion-Rate Optimization and Your Business -- CRO Works alongside SEO -- You Should Test That! -- Chapter 2: What Is Conversion Optimization? -- Conversion Optimization Requires Controlled Testing -- What Is Conversion Optimization? -- Who Are Your Target Audiences? -- Setting Goals -- The Continuous Improvement Cycle -- Chapter 3: Prioritize Testing Opportunities -- Use Data to Prioritize Tests -- The PIE Prioritization Framework -- Prioritize Pages with High Potential for Improvement -- Prioritize Important Pages -- Prioritize Easy Test Pages -- Prioritize with a Weighting Table -- Reprioritize Regularly -- Chapter 4: Create Hypotheses with the LIFT Model -- Methodology Is More Valuable than Tips -- The Gorilla in Our Brains -- The LIFT Model -- Fill the Marble Jar -- Create Valid Hypotheses -- Tips to Get Your Testing Started -- Chapter 5: Optimize Your Value Proposition -- The Value-Proposition Equation -- Your Visitor's Perception Filters -- Tangible Features -- Intangible Benefits -- Costs -- What Is Your Value Proposition? -- Test Your Value Proposition -- Chapter 6: Optimize for Relevance -- Marketing Funnel Relevance -- Source Relevance -- Target Audience Relevance -- Navigation Relevance -- Competitive Relevance -- Chapter 7: Optimize for Clarity -- Information Hierarchy Clarity -- Design Clarity -- Call-to-Action Clarity -- Copywriting Clarity -- Chapter 8: Optimize for Anxiety -- Privacy Anxiety.

Usability Anxiety -- Effort Anxiety -- Fulfillment Anxiety -- Turn Anxiety in Your Favor -- Chapter 9: Optimize for Distraction -- Two Distraction Points -- First-Impression Distraction -- Message Distraction -- Chapter 10: Optimize for Urgency -- Internal Urgency -- External Urgency -- Respond with Urgency -- Chapter 11: Test Your Hypotheses -- Set Test Goals -- Choose the Test Area -- Choose the Test Type -- Isolate for Insights -- How to Get Good Great Results -- Chapter 12: Analyze Your Test Results -- Reading the Tea Leaves -- Monitoring Your Tests -- Evaluating Results -- What to Test Next? -- Chapter 13: Strategic Marketing Optimization -- Aim for Marketing Insights -- The Optimization Manifesto -- Be a Marketing-Optimization Champion -- Index -- Insert: The Color of Conversion -- Heatmaps -- Clarity and Distraction -- Challengers and Champions.