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.
In this summary, you will learn
- Why A/B testing is necessary,
- What testing methods you can use, and
- What benefits and challenges A/B testing presents.
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.
Comment on this summary
4 years agoQuote: "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.