Chapter 7. Failing Faster: Unleashing the Power of Testing and Experimentation

Welcome to the awesome world of Experimentation and Testing!

If the Web holds one massive advantage over all other channels, it is in your ability to experiment and fail at a very low cost.

You can answer questions based on your gut about your site, the cost of products or shipping, or the layout of your landing page, or you can answer them through quick experiments, run live on your site, where customers help you pick winners. Experiments are fast, cheap, and scalable. So don't guess; learn to fail faster.

Chapter Contents

A Primer on Testing Options: A/B and MVT

Actionable Testing Ideas

Controlled Experiments: Step Up Your Analytics Game!

Creating and Nurturing a Testing ...

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