Experiment! Website conversion rate optimization with A/B and multivariate testing

by Mcfarland, Colin

• ISBN13: 9780321834607
• ISBN10: 0321834607
• Edition: 1st
• Format: Paperback
• Copyright: 2012-08-17
• Publisher: New Riders

Summary

Experimentation using A/B, Split, or Multivariate (MV) is a way to make sure you are becoming more competitive, learning about your customers, and protecting your business against loss through bad design choices. Experimenting changes the way you think about design and the way you work. It prevents the loudest voice from deciding the direction; instead, through experimenting, you simply ask your customers, What do you think? This book is an experimenting manifesto. It will show readers how to use experiments to learn more about their customers'behavior, influences, and decisions; reveal the strengths and weaknesses of a website; and, ultimately, guide designers to make the site work harder and convert better. The author, an experienced website optimization expert, talks about experiment approach, method, design, UX, ideas, results and failure, all with the perspective from his own experiences in the field. He writes in a concise and engaging style, presenting the techniques in small pieces that are easy to grasp. His aim is to inspire readers to start experimenting right now and to challenge assumptions. Once they start experimenting, no one will know better than they about what makes a site convert. This book goes beyond optimizing into new ideas and will inspire readers to boldly challenge everything.

Author Biography

Colin McFarland is a UX designer and experimenter based in the U.K. His experiments using A/B and multivariate testing have delivered millions of dollars for some of the world’s biggest brands.

Table of Contents

Part I: Getting Started
Chapter 1: On Experimenting
Chapter 2: On Approach
Chapter 3: On Method

Part II: Interlude
Chapter 4: On UX
Chapter 5: On Design
Chapter 6: On Ideas

Part III: Moving Forward
Chapter 7: On Analysis
Chapter 8: On Results
Chapter 9: Conclusion