How Your Business Can Use the Science That Helped Win the White House
The average conversion rate—the rate at which visitors convert into customers—across the web is only 2%. That means it's likely that 98% of visitors to your website won't end up converting into customers.
What's the solution? A/B testing.
A/B testing is the simple idea of showing several different versions of a web page to live traffic, and then measuring the effect each version has on visitors. Using A/B testing, companies can improve the effectiveness of their marketing and user experience and, in doing so, can sometimes double or triple their conversion rates. Testing has been fundamental in driving the success of Google, Amazon, Netflix, and other top tech companies. Even Barack Obama and Mitt Romney had dedicated teams A/B testing their campaign websites during the 2012 Presidential race.
In the past, marketing teams were unable to unleash the power of A/B testing because it required costly engineering and IT resources. Today, a new generation of technology that enables marketers to run A/B tests without depending on engineers is emerging and quickly becoming one of the most powerful tools for making data-driven decisions.
Authors Dan Siroker and Pete Koomen are cofounders of Optimizely, the leading A/B testing platform used by more than 5,000 organizations across the world. A/B Testing: The Most Powerful Way to Turn Clicks Into Customers offers best practices and lessons learned from more than 300,000 experiments run by Optimizely customers. You'll learn:
- What to test
- How to choose the testing solution that's right for your organization
- How to assemble an A/B testing dream team
- How to create personalized experiences for every visitor
- And much more
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
Appendix 1: 60 Things to A/B Test 167
Appendix 2: Metrics and the Statistics behind A/B Testing 179