A / B Testing: The Most Powerful Way to Turn Clicks Into Customers (Hardcover)

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