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

4. On UX

Design considerations

The most voiced concern for designers is that experiments encourage only small changes and thus stifle creativity. The thought is that experiments are suitable when you want to know which small detail, like button colour, is better, but you should go with your gut when you want to design a new masterpiece.

No doubt these ideas are encouraged by the case studies and examples you’ll find on the internet. They show almost exclusively minimal changes that deliver big wins. There’s little discussion of experimenting with major design projects. You can and should use experimentation for both refinements and drastic redesigns.

The big picture

Running a few experiments will give you a sense of which approaches are the most ...

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