A/B Testing audiobook cover - The Most Powerful Way to Turn Clicks into Customers

A/B Testing

The Most Powerful Way to Turn Clicks into Customers

Dan Siroker and Pete Koomen

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EntrepreneurshipMarketing & Sales

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A/B Testing
Core Principles+
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Analyzing Results+
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Quiz — Test Your Understanding

Question 1 of 7
What is the fundamental principle behind A/B testing according to the book?
  • A. Alternating website designs every other week to see which generates more revenue over time.
  • B. Showing different versions of a site to randomly selected test groups over a short period to generate effectiveness data.
  • C. Surveying focus groups about their preferences before launching a new website design.
  • D. Tracking the mouse movements of individual users to identify hidden usability issues.
Question 2 of 7
What two elements are absolutely essential to establish before beginning an A/B test?
  • A. A clear hypothesis and quantifiable success metrics.
  • B. A large budget and a dedicated team of data analysts.
  • C. A completed site redesign and a list of competitor websites.
  • D. A focus group and a new marketing campaign.
Question 3 of 7
How did Disney's ABC Family network successfully utilize A/B testing?
  • A. By tweaking the color of their 'Watch Now' button to increase viewer retention.
  • B. By removing images of shows to make the homepage load faster for mobile users.
  • C. By completely restructuring their homepage to list all shows, making them easier to find.
  • D. By breaking their subscription sign-up form into multiple separate pages.
Question 4 of 7
What strategy does the book recommend when a website form is too long but no fields can be removed?
  • A. Use a smaller font size so the entire form fits on one screen without scrolling.
  • B. Add a progress bar at the top of the page without changing the layout.
  • C. Offer a promotional discount code to incentivize users to finish the form.
  • D. Break the long form into multiple, shorter pages.
Question 5 of 7
Based on A/B testing results, what is the most effective way to write a call-to-action button?
  • A. Use descriptive nouns to clearly explain what the product is.
  • B. Use action-oriented verbs and imperatives to tell the user what to do.
  • C. Use standard terminology like 'Submit' so users know what to expect.
  • D. Use passive voice to sound more professional and less demanding.
Question 6 of 7
Why does the book argue that a 'failed' A/B test is actually a blessing?
  • A. It provides valuable insights about user behavior and prevents future mistakes.
  • B. It proves that A/B testing is a flawed methodology and saves the company money.
  • C. It allows the company to easily identify and fire underperforming marketing staff.
  • D. It generates negative publicity which ironically drives more traffic to the site.
Question 7 of 7
How did Lizzy Allen successfully foster a culture of A/B testing among the employees at IGN?
  • A. By mandating that all new website updates go through her department for approval.
  • B. By presenting the massive financial losses the company suffered due to poor design.
  • C. By creating an 'A/B Master Challenge' where employees voted on the likely outcomes of tests.
  • D. By bringing in external consultants from Optimizely to lecture the staff.

A/B Testing — Full Chapter Overview

A/B Testing Summary & Overview

We all know that the internet has changed the way we do business. After all, today nearly every company has a website, but how many businesses manage to effectively optimize their online presence? Well, A/B Testing shows you how to develop and refine your website through simple experimentation and evaluation – all to attract more customers and boost your bottom line.

Who Should Listen to A/B Testing?

  • Start-up owners
  • Anyone who relies on a website to generate revenue
  • People looking to explore data-driven approaches to business

About the Author: Dan Siroker and Pete Koomen

Dan Siroker was director of analytics for Obama’s 2008 presidential campaign. He is the co-founder of Optimizely, a platform which helps businesses use data to improve their online presence.

Pete Kooman is a former Google employee and the co-founder of Optimizely.

 

© Dan Siroke: A/B Testing copyright 2013, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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