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by Pete Koomen, Dan Siroker
A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
Cover Page
Title Page
Copyright
Contents
CHAPTER 1: How A/B Testing Helped Win the White House—Twice
Optimization for Everyone
PART I: Lessons Learned from 200,000 A/B Tests (and Counting)
CHAPTER 2: What to Test
Step One: Define Success
Step Two: Identify Bottlenecks
Step Three: Construct a Hypothesis
Step Four: Prioritize
Step Five: Test
CHAPTER 3: Seek the Global Maximum
Break from the Status Quo: ABC Family
Learn Your Way to the New Site: Chrome Industries
Rethink the Business Model: Lumosity
Test Through the Redesign, Not After: Digg and Netflix
CHAPTER 4: Less Is More: Reduce Choices
Every Field Counts: The Clinton Bush Haiti Fund
Keep It Simple: SeeClickFix
Hide Options: Cost Plus World Market
Remove Distractions and “Outs”: Avalanche Technology Group
Lower the Slope: Obama 2012
CHAPTER 5: Words Matter: Focus on Your Call to Action
Reconsider “Submit”: The Clinton Bush Haiti Fund
Find the Perfect Appeal: Wikipedia
Why versus How : Formstack
Nouns versus Verbs: LiveChat
Framing Effects
CHAPTER 6: Fail Fast and Learn
Prime Real Estate versus Familiar Real Estate: IGN
What's Good at One Scale Isn't Always Good at Another: E-Commerce
What Buyers Want Isn't Always What Sellers Want: Etsy
When a Win Isn't a Win (Is a Win): Chrome Industries
PART II: Implementing A/B Testing: Play-by-Play Guide
CHAPTER 7: Choose the Solution That's Right for Your Organization
Option One: Build
Option Two: Buy
Option Three: Hire
The Choice Is Yours (and Your Team's)
CHAPTER 8: The Cure for the HiPPO Syndrome
The HiPPO Syndrome Has a Cure
Winning Over the Stakeholders
Communicate Findings and Value to Your Team
Evangelize and Galvanize: Lizzie Allen at IGN
CHAPTER 9: The A/B Testing Dream Team
The Centralized Team
The Decentralized Team
The Three Key Ingredients of a Scalable Testing Strategy
CHAPTER 10: Iterate, Iterate, Iterate
Multivariate Testing and Iterative Testing
There Are No Universal Truths: Always Be Testing
Redesigning Your Redesign: CareerBuilder and the Optimizely Website
PART III: Advanced Topics in A/B Testing
CHAPTER 11: How A/B Tests Can Go Awry
Testing without Traffic
The Beginning of the Funnel versus the End: UserVoice
Off-Brand Testing: Dell
CHAPTER 12: Beyond the Page: Non-Website A/B Testing
The What and the When : Prezi
Price Testing
Testing the Perceived Price: The Last-Minute Discount
Anchoring in Action: Judy's Book Club
Testing the Billing
Testing the Actual Price
CHAPTER 13: Personalize, Personalize, Personalize
Targeting versus Segmentation
Using Segmentation to Drill Down into Test Results
Geo-Targeting, State by State: Romney 2012
When to Personalize and When Not to: Wikipedia
Conclusion
APPENDIX 1: 60 Things to A/B Test
Calls to Action
Content
Copy
Visual Media
Funnels
Site Navigation
Forms
Mobile Site
Advertising
Social
Email
Personalize It
Pricing and Shipping
APPENDIX 2: Metrics and the Statistics behind A/B Testing
Confidence Intervals
Confidence Levels
A/B Testing Metrics Framework
The Z Statistic for Two Proportions
The t Statistic for Two Averages
Acknowledgments
Index
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