Contents
Chapter 1 How A/B Testing Helped Win the White House—Twice
PART I LESSONS LEARNED FROM 200,000 A/B TESTS (AND COUNTING)
Chapter 3 Seek the Global Maximum
Chapter 4 Less Is More: Reduce Choices
Chapter 5 Words Matter: Focus on Your Call to Action
PART II IMPLEMENTING A/B TESTING: PLAY-BY-PLAY GUIDE
Chapter 7 Choose the Solution That's Right for Your Organization
Chapter 8 The Cure for the HiPPO Syndrome
Chapter 9 The A/B Testing Dream Team
Chapter 10 Iterate, Iterate, Iterate
PART III ADVANCED TOPICS IN A/B TESTING
Chapter 11 How A/B Tests Can Go Awry
Chapter 12 Beyond the Page: Non-Website A/B Testing
Chapter 13 Personalize, Personalize, Personalize
Appendix 1: 60 Things to A/B Test
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