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More About This Title A/B Testing: The Most Powerful Way to Turn ClicksInto Customers
English
DAN SIROKER is the cofounder and CEO of Optimizely. The inspiration for Optimizely came from Dan's experience as the Director of Analytics for the 2008 Obama Presidential campaign. Optimizely is the product Dan wishes he had back then to make it easy for anybody to do A/B testing. In 2012, Forbes named Dan one of the Top 30 under 30 in Technology. Dan was formerly a product manager for Google Chrome and AdWords.
PETE KOOMEN is the co-founder and President of Optimizely. After earning his MS in computer science from the University of Illinois at Urbana-Champaign, Pete joined Google as a product manager where he helped launch and grow Google App Engine to more than 150,000 developers. In 2009, Pete teamed up with Dan to start their first company, CarrotSticks, an online math game for kids. Less than a year later, Pete and Dan created Optimizely during the Y Combinator winter 2010 class. In between mountain climbing adventures, Pete runs product, engineering, and design at Optimizely.
English
Chapter 1 How A/B Testing Helped Win the White
House—Twice 1
PART I LESSONS LEARNED FROM 200,000 A/B TESTS (AND COUNTING) 13
Chapter 2 What to Test 17
Chapter 3 Seek the Global Maximum 33
Chapter 4 Less Is More: Reduce Choices 47
Chapter 5 Words Matter: Focus on Your Call to Action 59
Chapter 6 Fail Fast and Learn 71
PART II IMPLEMENTING A/B TESTING: PLAY-BY-PLAY GUIDE 83
Chapter 7 Choose the Solution That's Right for Your Organization 87
Chapter 8 The Cure for the HiPPO Syndrome 99
Chapter 9 The A/B Testing Dream Team 109
Chapter 10 Iterate, Iterate, Iterate 119
PART III ADVANCED TOPICS IN A/B TESTING 131
Chapter 11 How A/B Tests Can Go Awry 135
Chapter 12 Beyond the Page: Non-Website A/B Testing 143
Chapter 13 Personalize, Personalize, Personalize 155
Conclusion 165
Appendix 1: 60 Things to A/B Test 167
Appendix 2: Metrics and the Statistics behind A/B Testing 179
Acknowledgments 195
Index 197
