Full Disclosure I am a Peep Laja die hard fanatic. Ever since taking Peep's ConversionXL Course I have not looked back on Analytical Marketing and Conversion Optimization. Peep formed the based fundamental skills that I use today to help companies drive their growth and revenue. Then what he did from the course I did is distilled it down into this neat little book. It's pretty much a cheat sheet of Peep's 12 week conversion course and if you have never done CRO or are the 15 year old veteran in the conversion field then this is a must have book in your arsenal from one of the most respected no BS conversion optimizers in the industry.