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A / B Testing

The Most Powerful Way to Turn Clicks Into Customers

Gebonden Engels 2015 9781118792414
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How Your Business Can Use the Science That Helped Win the White House

The average conversion rate the rate at which visitors convert into customers across the web is only 2%. That means it′s likely that 98% of visitors to your website won′t end up converting into customers.

What′s the solution? A/B testing.

A/B testing is the simple idea of showing several different versions of a web page to live traffic, and then measuring the effect each version has on visitors. Using A/B testing, companies can improve the effectiveness of their marketing and user experience and, in doing so, can sometimes double or triple their conversion rates. Testing has been fundamental in driving the success of Google, Amazon, Netflix, and other top tech companies. Even Barack Obama and Mitt Romney had dedicated teams A/B testing their campaign websites during the 2012 Presidential race.

In the past, marketing teams were unable to unleash the power of A/B testing because it required costly engineering and IT resources. Today, a new generation of technology that enables marketers to run A/B tests without depending on engineers is emerging and quickly becoming one of the most powerful tools for making data–driven decisions.

Authors Dan Siroker and Pete Koomen are cofounders of Optimizely, the leading A/B testing platform used by more than 5,000 organizations across the world. A/B Testing: The Most Powerful Way to Turn Clicks Into Customers offers best practices and lessons learned from more than 300,000 experiments run by Optimizely customers. You′ll learn:

What to test
How to choose the testing solution that′s right for your organization
How to assemble an A/B testing dream team
How to create personalized experiences for every visitor
And much more
Marketers and web professionals will become obsolete if they don′t embrace a data–driven approach to decision making. This book shows you how, no matter your technical expertise.


Aantal pagina's:208
Uitgever:John Wiley & Sons


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<p>Chapter 1 How A/B Testing Helped Win the White House Twice 1<br /> <br /> PART I LESSONS LEARNED FROM 200,000 A/B TESTS (AND COUNTING) 13<br /> <br /> Chapter 2 What to Test 17<br /> <br /> Chapter 3 Seek the Global Maximum 33<br /> <br /> Chapter 4 Less Is More: Reduce Choices 47<br /> <br /> Chapter 5 Words Matter: Focus on Your Call to Action 59<br /> <br /> Chapter 6 Fail Fast and Learn 71<br /> <br /> PART II IMPLEMENTING A/B TESTING: PLAY–BY–PLAY GUIDE 83<br /> <br /> Chapter 7 Choose the Solution That′s Right for Your Organization 87<br /> <br /> Chapter 8 The Cure for the HiPPO Syndrome 99<br /> <br /> Chapter 9 The A/B Testing Dream Team 109<br /> <br /> Chapter 10 Iterate, Iterate, Iterate 119<br /> <br /> PART III ADVANCED TOPICS IN A/B TESTING 131<br /> <br /> Chapter 11 How A/B Tests Can Go Awry 135<br /> <br /> Chapter 12 Beyond the Page: Non–Website A/B Testing 143<br /> <br /> Chapter 13 Personalize, Personalize, Personalize 155<br /> <br /> Conclusion 165<br /> <br /> Appendix 1: 60 Things to A/B Test 167<br /> <br /> Appendix 2: Metrics and the Statistics behind A/B Testing 179<br /> <br /> Acknowledgments 195<br /> <br /> Index 197</p>

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