Cover Page by Colin McFarland

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9. Conclusion

Getting started

Every day we conduct many little experiments that help us determine a winner and make decisions, like trying a new coffee, testing a new washing-up liquid, trying on some new clothes, or taking a different journey home to try to save some time. For businesses, making decisions through controlled experiments is a surefire way to make choices that have the desired impact on the bottom line.

It’s easy to get started: start small, and start with the obvious. Focus first on elements that play a big role in conversion. Create challengers for them, and then devise tests to pit one challenger against one incumbent. Once you have a lineup, be sure to clearly state your goal and hypothesis so that you can know conclusively ...

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