A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

Index

A

A/A test, 91–92

Abandonment, 20–21

ABC Family, 36–38

A/B tests, 8

A/B testing, 8

on Clinton Bush Haiti Fund website, 25–30

and redesign, 42–45

A/B testing optimization, 19–32

and constructing a hypothesis, 24–30

and defining success, 19–22

and identifying bottlenecks, 23–24

and testing, 31

Action-oriented language:

and framing, 69

passive vs., 66

Activity feed, changes in, 76–78

Adidas, 104, 106, 111, 148

Advocates, as component of successful team, 115

Agencies, 95

Alami, Ali, 151

Alexa Top 200, 76

Allen, Lizzie, 106–108, 115

“Always Be Testing,” 124

Amazon, 90, 157

Anchoring techniques, 151

Automatic updates, 92–93

Avalanche Technology Group, 52–55

AVG, 53

B

Banks, Sara, 68

Bed Bath & Beyond, 52

Big bang launch, 42

Blettner, Jeff, 65

Bottlenecks, identifying, 23–24

Brainstorming, 62

Budgetary limitations, 94

Built-in features (SaaS), 92

Bush, George W., 25

Business models, changing, 39–41

C

Call-to-action clicks, 22

CareerBuilder, 104–105, 112–114, 125

Cent pricing, 150

Change, resistance to, 42

Checkout, 104

Checkout funnel, 52

Choices, reducing, see Reducing choices

Chrome Industries, 38–39, 79–80, 140

Click-through rate, 145

Clinton, Bill, 25

Clinton Bush Haiti Fund, 25–29, 49–50, 61–62

Clinton Foundation, 25

Colli, Jarred, 103, 104, 124

Comments, as metric, 22

Communication, 105–106

Community, 93

Competitive pricing, 148

Conversion(s), 21–22

identifying, 21

macro-, 21–22

micro-, 22

of mobile users, 158

Cost-plus pricing, 148

Cost Plus World Market, 52–53

Creativity, ...