You are previewing Experiment!: Website conversion rate optimization with A/B and multivariate testing.

Experiment!: Website conversion rate optimization with A/B and multivariate testing

  1. Title Page
  2. Copyright Page
  3. Dedication Page
  4. Table of Contents
  5. Part I. Getting Started
    1. 1. On Experimenting
      1. Experiments
      2. Conversion techniques
      3. Create a plan for testing
      4. Experiments fail
    2. 2. On Approach
      1. Experiment today for the majority
      2. Control your experiments
      3. Experiment everything
      4. Keep experimenting
      5. Bravery and responsibility
    3. 3. On Method
      1. A/B and Multivariate Testing
      2. Gathering the data
      3. Unconventional methods
      4. Tool comparison and install
  6. Part II. Interlude
    1. 4. On UX
      1. Design considerations
      2. Best practices
      3. Usability testing
    2. 5. On Design
      1. Design for design’s sake
      2. Emotions and expectations
      3. Competitor bias
      4. Design by committee
      5. Supporting design decisions
    3. 6. On Ideas
      1. Data-driven ideas
      2. Innovative ideas
      3. Design-inspired ideas
      4. Shared ideas
  7. Part III. Moving Forward
    1. 7. On Analysis
      1. Trusting your findings
      2. Segmentation
      3. Data cleanliness
      4. Timing
    2. 8. On Results
      1. Create a clear message
      2. Expect challenges
      3. Unexpected results
      4. Sharing results
      5. Reacting to results
    3. 9. Conclusion
      1. Getting started
      2. Interlude
      3. Moving forward
    4. 10. Recommended Reading
      1. Publications and talks
      2. Always Be Testing: The Complete Guide to Google Website Optimizer
      3. Do It Wrong Quickly: How the Web Changes the Old Marketing Rules
      4. Don’t Make Me Think: A Common Sense Approach to Web Usability
      5. Scientific Advertising
      6. Influence: The Psychology of Persuasion
      7. Neuro Web Design: What Makes Them Click?
      8. Predictably Irrational: The Hidden Forces That Shape Our Decisions
      9. Nudge: Improving Decisions About Health, Wealth, and Happiness
      10. How We Decide
      11. The Wisdom of Crowds: Why the Many Are Smarter Than the Few
      12. Analog In, Digital Out: Brendan Dawes on Interaction Design
      13. The Myths of Innovation
      14. Web Analytics: An Hour a Day
      15. Google Analytics
      16. How to Lie with Statistics
      17. The Wall Street Journal Guide to Information Graphics: The Dos and Don’ts of Presenting Data, Facts, and Figures
  8. Acknowledgments
  9. Index
  10. Add Page

2. On Approach

Experiment today for the majority

Often experiment efforts fail simply because the time spent talking, planning, and meeting about what’s going to happen makes it impossible to get an experiment out the door and learn from it in a reasonable time. Let’s look at these challenges.

Experiment today

Shipping your experiments fast and often is crucial for success. The more experiments you get out the door, the more you learn and the more you win. Anything that slows you down is costing you.

Always strive to improve the time it takes to get an experiment from idea to test. Look at the moving parts and throw away what slows you down.

When it comes to experimenting there’s no time for perfection. Don’t aim for the perfect experiment, ...

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