{"product_id":"a-b-testing-the-most-powerful-way-to-turn-clicks-into-customers-hardback-9781118792414","title":"A\/B Testing; The Most Powerful Way to Turn Clicks Into Customers (Hardback) 9781118792414","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eA\/B Testing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Most Powerful Way to Turn Clicks Into Customers\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eDan Siroker (Author), Pete Koomen (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118792414, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 8 September 2015\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages\u003cbr\u003e23.1 x 15.8 x 2 cm, 0.34 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eHow Your Business Can Use the Science That Helped Win the White House\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eWhat's the solution? A\/B testing.\u003c\/p\u003e \u003cp\u003eA\/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.\u003c\/p\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003eAuthors 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.\u003ci\u003e A\/B Testing: The Most Powerful Way to Turn Clicks Into Customers\u003c\/i\u003e offers best practices and lessons learned from more than 300,000 experiments run by Optimizely customers. You'll learn:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhat to test\u003c\/li\u003e \u003cli\u003eHow to choose the testing solution that's right for your organization\u003c\/li\u003e \u003cli\u003eHow to assemble an A\/B testing dream team\u003c\/li\u003e \u003cli\u003eHow to create personalized experiences for every visitor\u003c\/li\u003e \u003cli\u003eAnd much more\u003c\/li\u003e \u003c\/ul\u003e 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eChapter 1 How A\/B Testing Helped Win the White \u003c\/b\u003e\u003cb\u003eHouse—Twice 1\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e \u003cb\u003ePART I LESSONS LEARNED FROM 200,000 A\/B TESTS (AND COUNTING) 13\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e Chapter 2 What to Test 17\u003cbr\u003e \u003cbr\u003e Chapter 3 Seek the Global Maximum 33\u003cbr\u003e \u003cbr\u003e Chapter 4 Less Is More: Reduce Choices 47\u003cbr\u003e \u003cbr\u003e Chapter 5 Words Matter: Focus on Your Call to Action 59\u003cbr\u003e \u003cbr\u003e Chapter 6 Fail Fast and Learn 71\u003cbr\u003e \u003cbr\u003e \u003cb\u003ePART II IMPLEMENTING A\/B TESTING: PLAY-BY-PLAY GUIDE 83\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e Chapter 7 Choose the Solution That's Right for Your Organization 87\u003cbr\u003e \u003cbr\u003e Chapter 8 The Cure for the HiPPO Syndrome 99\u003cbr\u003e \u003cbr\u003e Chapter 9 The A\/B Testing Dream Team 109\u003cbr\u003e \u003cbr\u003e Chapter 10 Iterate, Iterate, Iterate 119\u003cbr\u003e \u003cbr\u003e \u003cb\u003ePART III ADVANCED TOPICS IN A\/B TESTING 131\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e Chapter 11 How A\/B Tests Can Go Awry 135\u003cbr\u003e \u003cbr\u003e Chapter 12 Beyond the Page: Non-Website A\/B Testing 143\u003cbr\u003e \u003cbr\u003e Chapter 13 Personalize, Personalize, Personalize 155\u003cbr\u003e \u003cbr\u003e Conclusion 165\u003cbr\u003e \u003cbr\u003e Appendix 1: 60 Things to A\/B Test 167\u003cbr\u003e \u003cbr\u003e Appendix 2: Metrics and the Statistics behind A\/B Testing 179\u003cbr\u003e \u003cbr\u003e Acknowledgments 195\u003cbr\u003e \u003cbr\u003e Index 197\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52460653805848,"sku":"9781118792414","price":18.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118792414.jpg?v=1785456936","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/a-b-testing-the-most-powerful-way-to-turn-clicks-into-customers-hardback-9781118792414","provider":"Freshly Printed Books","version":"1.0","type":"link"}