Chris Goward

Goward reframes digital marketing by emphasizing data-driven strategies over traditional intuition-based approaches. His foundational work in conversion rate optimization, notably through the establishment of WiderFunnel, underscores the importance of measurable results and systematic testing. The LIFT Model™ and other frameworks he developed are now industry standards, showcasing his commitment to evidence-based decision-making. Whereas many agencies focus on award-winning creativity, Goward's approach challenges this norm by prioritizing client outcomes. His seminal book, "You Should Test That!", further cements this philosophy, advocating for rigorous testing methodologies to enhance commercial success.\n\nHis ideas extend beyond business into his speaking engagements, where he has shared insights at over 200 global conferences. This broad dissemination of his methods illustrates his influence on both individual marketers and the broader industry. Readers and practitioners in digital marketing benefit from Goward's emphasis on understanding customer psychology and continuous improvement, gaining tools to effectively capture consumer attention. Meanwhile, his role in organizations like the Global Optimization Group amplifies his impact, promoting collaboration and shared learning within the field. This bio highlights how Goward's contributions fundamentally shape how digital marketers operate and innovate today.