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A/B Testing
Book

A/B Testing

The Most Powerful Way to Turn Clicks Into Customers

Dan Siroker and Pete Koomen
Wiley, 2013

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Dan Siroker – director of analytics for the 2008 Obama presidential campaign – and Pete Koomen present a breezy and important how-to report on methodical testing of online content. The authors present focused, practical tips in brief, clear chapters. Their guidance can help you shape any website to ensure that a higher percentage of online visitors become customers. getAbstract recommends this manual to those seeking to improve their websites, and to readers – including students, start-up entrepreneurs, investors and entrepreneurs – interested in data-driven decision making and the impact of cyberculture on business.

Take-Aways

  • To A/B test, show different versions of your website to different people and “measure which version most effectively turns them into customers.”
  • Companies with technical expertise or experience in testing can develop their own tools; other companies should buy tools or hire outside consultants.
  • Use testing to make your corporate culture more data driven.

About the Authors

Dan Siroker, CEO and co-founder of Optimizely, was director of analytics for the 2008 Obama campaign. Pete Koomen is president and co-founder of Optimizely.

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    A. 1 decade ago
    Quote: "Sites become more effective when you remove elements – by shortening pages, simplifying forms or reducing the amount of text on a page." Earlier in the summary, the importance of defining the page's purpose is mentioned. When a site really has a purpose, it should not be cluttered with various elements, but focus on one, two or maybe three features. A cluttered website is often the result of a bad (or worse: missing) conception.
    A/B testing makes it easy to get rid of those: Make a test that hides or removes an element, and if the conversion and interaction doesn't go down, the element wasn't necessary.