A / B Testing: The Most Powerful Way to Turn Clicks into Customers - Rilegato

Siroker, Dan; Koomen, Pete

Rilegato

ISBN 10: 1118536096 ISBN 13: 9781118536094

Casa editrice: John Wiley & Sons Inc, 2013

Riassunto

A guide to delivering a better user experience through A/B testing

A/B Testing outlines a simple way to test several different versions of a web page with live traffic, and then measure the effect each version has on visitors. Using A/B testing you can determine the most effective way to increase conversion rate—the rate at which visitors convert into customers. The average conversion rate across the web is only 2%. That means 98% of visitors to most websites don't end up converting. 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.

In the past, marketing teams were dependent on IT and engineering to implement A/B tests, and that proved to be a costly bottleneck. Today, the market for A/B testing is growing very fast, in no small part due to this transition from IT to marketing.

• Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customers
• Details a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing today
• Authors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use

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.

Su questo libro

Informazioni sull?autore

DAN SIROKER is the cofounder and CEO of Optimizely. The inspiration for Optimizely came from Dan's experience as the Director of Analytics for the 2008 Obama Presidential campaign. Optimizely is the product Dan wishes he had back then to make it easy for anybody to do A/B testing. In 2012, Forbes named Dan one of the Top 30 under 30 in Technology. Dan was formerly a product manager for Google Chrome and AdWords.

PETE KOOMEN is the co-founder and President of Optimizely. After earning his MS in computer science from the University of Illinois at Urbana-Champaign, Pete joined Google as a product manager where he helped launch and grow Google App Engine to more than 150,000 developers. In 2009, Pete teamed up with Dan to start their first company, CarrotSticks, an online math game for kids. Less than a year later, Pete and Dan created Optimizely during the Y Combinator winter 2010 class. In between mountain climbing adventures, Pete runs product, engineering, and design at Optimizely.

Dalla quarta di copertina

How Your Business Can Use the Science That Helped Win the White House

"Dan and Pete are changing the way business is done and decisions are made. By pulling together concrete examples of how A/B testing has made an impact, they are inspiring a new generation of companies to make thoughtful, data-driven decisions. Their new book is smart, valuable, and proves just how indispensable A/B testing is today."
?MARISSA MAYER, CEO of Yahoo!

"Finally, a book on A/B testing and digital optimization that I will eagerly hand out to my clients! It's approachable, not overly technical, and is actually full of real-world examples of testing in action that provide the inspiration for testing that is so badly needed in most companies."
? CALEB WHITMORE, founder and CEO, Analytics Pros; coauthor of Performance Marketing with Google Analytics

"A practical and readable guide to get the most out of your online marketing tests. Get it before your competitors do!"
? Tim Ash, CEO, SiteTuners; bestselling author of Landing Page Optimization; and chair of Conversion Conference

"Here's the secret to magnificent marketing success: 1. Create a hypothesis. 2. Test it. 3. Be less wrong! In our immensely complex business world, if your organization is not structured to be less wrong every day, your failure is guaranteed. Ready to be less wrong but don't know how? Let Dan and Pete teach you!"
? Avinash Kaushik, author of Web Analytics 2.0; Digital Marketing Evangelist, Google

"Savvy marketers have long known that A/B testing is a great way to optimize marketing and generate more revenue. But for too long, it has been considered too hard and complicated for most marketers to use. A/B Testing: The Most Powerful Way to Turn Clicks into Customers shows marketers at all levels of experience why testing is important?and more importantly, it gives them step-by-step guidance on how to get started and get the best results. I'm giving copies of this to my entire team, and I recommend you do as well!"
? Jon Miller, cofounder and VP of Marketing, Marketo

"A/B testing that is fast and simple is set to disrupt web measurement and analytics on a massive scale. Every company should be using A/B testing to continuously improve, and anyone who wants to lead the charge on this revolution within their organization will benefit from reading this book."
? Amy Chang, former Global Head of Product, Google Analytics

"Much like the prescriptive writing guide The Elements of Style by Strunk and White, A/B Testing is simple in its construction and design, but deceptively powerful and comprehensive in its message and breadth. This book is sure to be the foundational and prescriptive guide to optimization testing."
? Khai Tran, Senior Manager, Product?Online Video Products & Platforms, Disney/ABC Television Group

Dal risvolto di copertina interno

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 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.

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2013
• Lingua: Inglese
• ISBN 10: 1118536096
• ISBN 13: 9781118536094
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 202
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile