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

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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