I’m the Founder & CEO of Widerfunnel, and the author of You Should Test That!. I launched Widerfunnel as the "anti-agency" with a purpose to prove that evidence-based decisions get the best results. Today, we run the experimentation, conversion rate optimization, qualitative research, and behavioral science programs for companies such as HP, Microsoft, Dollar Shave Club, The Motley Fool, TaylorMade Golf Company, and many more across all industries. I've spoken at over 300 events globally, sharing case studies, planning frameworks, and best practices of leading growth brands.
I wrote...
You Should Test That: Conversion Optimization for More Leads, Sales and Profit or the Art and Science of Optimized Marketing
This is the book that redefined Conversion Rate Optimization (CRO) for the new generation of digital marketers. Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed experimentation procedures are necessary to help you design digital experiences that work. It will show you exactly how to fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that maximizes sales. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality A/B testing ideas, running controlled online experiments, and making the adjustments that work.
You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website.
In Influence, Robert Cialdini pioneered the popularization of psychological and behavioral principles that are practical and can be easily applied for marketers. It breaks down human behavior into 6 key principles of influence (and, more recently 7, in his updated version). It details why we as humans decide to say "yes" when prompted with an ask or decide to take a specific action that is directly applicable in our everyday work as experimenters.
The foundational and wildly popular go-to resource for influence and persuasion-a renowned international bestseller, with over 5 million copies sold-now revised adding: new research, new insights, new examples, and online applications.
In the new edition of this highly acclaimed bestseller, Robert Cialdini-New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion-explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have…
In Predictably Irrational, Dan Ariely proves why the customers-know-best approach is romanticized and not coherent with how people think and act in the real world. The book opens our minds to how individuals can be complex in our decision-making, and how our behavioural and psychological complexity can make us both irrational and predictable at the same time. Most importantly, you can practically apply the theories and concepts in your digital marketing. Incorporating more insights from this book can inform better testing strategies that holistically understand the customer mindset, creating more aligned and better customer experiences.
Why do smart people make irrational decisions every day? The answers will surprise you. Predictably Irrational is an intriguing, witty and utterly original look at why we all make illogical decisions.
Why can a 50p aspirin do what a 5p aspirin can't? If an item is "free" it must be a bargain, right? Why is everything relative, even when it shouldn't be? How do our expectations influence our actual opinions and decisions?
In this astounding book, behavioural economist Dan Ariely cuts to the heart of our strange behaviour, demonstrating how irrationality often supplants rational thought and that the reason for…
Every company wants to innovate, but it's not always clear how to do that in practice. Competing Against Luck highlights the importance of understanding what "jobs" your customer "hires" your product to do. The ‘Jobs to be Done Theory’ is one of the best frameworks I have seen to drive toward innovation and product-market fit. In the CRO world, we typically think about optimizing experience, but optimizing the product-market fit is equally as important.
The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for. How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he…
I love Steve Krug’s Don’t Make Me Think because it does a great job of explaining how users look at websites in a fun, understandable, and applicable way. Steve does a great job of putting you in the perspective of the visitor to your website and challenges your own perspective as a professional working in marketing/web design/website management. This is truly required reading for any website designer or manager.
Since Don't Make Me Think was first published in 2000, hundreds of thousands of Web designers and developers have relied on usability guru Steve Krug's guide to help them understand the principles of intuitive navigation and information design. Witty, commonsensical, and eminently practical, it's one of the best-loved and most recommended books on the subject.
Now Steve returns with fresh perspective to reexamine the principles that made Don't Make Me Think a classic-with updated examples and a new chapter on mobile usability. And it's still short, profusely illustrated...and best of all-fun to read.
I recommend Thinking, Fast and Slow because it's essentially the encyclopedia of behaviour science. While it may feel very distant from the technical digital-first world of CRO, the root of how we think, behave, and make decisions as humans (read: users) are universal. More specifically, Kahneman’s theory of System 1 and System 2 thinking is a great lens to view human-computer interaction design through. It should at the very least help you consider your user interfaces and experiences through the lens of your user’s mental state.
The phenomenal international bestseller - 2 million copies sold - that will change the way you make decisions
'A lifetime's worth of wisdom' Steven D. Levitt, co-author of Freakonomics 'There have been many good books on human rationality and irrationality, but only one masterpiece. That masterpiece is Thinking, Fast and Slow' Financial Times
Why is there more chance we'll believe something if it's in a bold type face? Why are judges more likely to deny parole before lunch? Why do we assume a good-looking person will be more competent? The answer lies in the two ways we make choices: fast,…
I am a highly experienced outdoorsman, musician, songwriter, and backcountry guide who chose teaching as a day job. As a writer, however, I am a promoter of creative and literary nonfiction, especially nonfiction that features a thematic thread, whether it be philosophical, conservation, historical, or even unique experiential. The thread I used for thirty years of teaching high school and honors English was the thread of Conservation, as exemplified by authors like Aldo Leopold, Rachel Carson, Edward O. Wilson, Al Gore, Henry David Thoreau, as well as many other more contemporary authors.
I have woven numerous delightful and descriptive true life stories, many from my adventures as an outdoorsman and singer songwriter, into my life as a high school English teacher. I think you'll find this work both entertaining as well as informative, and I hope you enjoy the often lighthearted repartee and dialogue that enhances the stories and experiences.
When I started teaching in the early 1990s, I brought into the classroom with me my passions for nature, folk music, and creativity. This book holds something new and engaging with every chapter and can be enjoyed by all sorts of readers, particularly those who enjoy nonfiction that employs wit, wisdom, humor, and even some down-to-earth philosophy.
Creativity, Teaching, and Natural Inspiration follows the evolution of a high school English teacher as he develops a creative and innovative teaching style despite being juxtaposed against a public education system bent on didactic, normalizing regulations and political demands. Doherty crafts an engaging nonfiction story that utilizes memoir, anecdote, poetry, and dialogue to explore how mixing creativity and pedagogy can change the way budding students visualize creative writing: A chunk of firewood plunked on a classroom table becomes part of a sawmill, a mine timber, an Anasazi artifact...it also becomes a poem, a song, an essay, and a memoir. The…
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