A/B Testing
By Pete Koomen & Dan Siroker
The Most Powerful Way to Turn Clicks into Customers. Wiley, 2013.
Summary of A/B Testing book by Pete Koomen & Dan Siroker
A practical, example-driven guide to experimenting, refining, and optimizing your website, and using that data to make thoughtful, informed decisions about the direction of your company.
Chapters in A/B Testing book summary
What do you get from this book? Powerful, practical applications to test and optimize your website for maximum results
A/B testing allows you to present two options to your customers to measure what performs best
You have to set a measurable benchmark for success and a hypothesis for improvement before you can test anything
Be an explorer! If you’re not willing to try something dramatically different, you could be missing exciting results
Listen to the data – customers tend to reject change, but performance results never lie
Simple design makes it easy to direct your customers without distracting them from the goal
Use verbs not nouns – if you want your visitors to do something, you must tell them to do it
You should be A/B testing your communications, so more people open and respond to your messages
Overcome resistance within your company by reframing your tests as experiments to create a new business practice
You can use quick, manageable failures to learn what doesn’t work and gain valuable insights
Summary of the key insights
Selected critiques in brief
Final word
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A/B Testing — Book Summary Snapshot
Who should read A/B Testing book
- Web developers
- entrepreneurs
- software engineers
- copywriters
- anyone interested in making data-centered decisions
About the author of A/B Testing
Pete Koomen
Dan Siroker and Pete Koomen are the co-founders of an A/B testing platform, Optimizely, which has thousands of clients including IBM and The Wall Street Journal. Siroker served as Analytics Director on the 2008 Obama campaign. Koomen previously worked as a Product Manager at Google.
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