Cover Page by Colin McFarland

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1. On Experimenting

Experiments

When you’re involved in a commercial website, you’re always seeking to improve it to yield more value for your business and for visitors. You could take a haphazard approach to improvement, try some stuff, guess what’s working from looking at your metrics—the problem is noise in an uncontrolled environment is significant, and the metrics you’re looking at probably aren’t telling you anything. Or you could actually know which changes increase value, and by how much. Which would you rather do? If you prefer controlled measurement over guessing, great—you’re an experimenter! Read on to learn what an experiment is, what it is not, and how to begin running one.

What an experiment is

An experiment is a means of gathering ...

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