We asked the CRO experts in the Journey Further Book Club to share the books that they found most helpful when they were learning the basics. Here are their consolidated recommendations: You Should Test That by Chris Goward Whilst Chris Goward's book is quite old now, its core principle that changes must be tested to be valid is timeless. Web Analytics 2.0 by Avinash Kaushik Avinash became a leader in the analytics world because of his ability to explain how to gather, read, interpret, and understand data. All essential skills for a CRO. Experimentation Works: The Surprising Power of Business Experiments Real-world examples of best-in-class CRO, featuring members of the Journey Further team. A/B Testing by Dan Siroker and Pete Koomen These guys went on to found Optimizely, but before they did that, Dan worked on the Obama election campaign and, with rudimentary tools, changed the world of experimentation forever. Storytelling with Data by Cole Nussbaumer Knaflic A beginner’s guide to learning how to visualize your data to tell a persuasive story on what needs to happen next. The Journey Further Book Club is a community for time-pressured senior marketers and digital professionals. Please join the Journey Further Book Club community.