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.

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• Chapter 1 How A/B Testing Helped Win the White House—Twice 1 PART I LESSONS LEARNED FROM 200,000 A/B TESTS (AND COUNTING) 13 Chapter 2 What to Test 17 Chapter 3 Seek the Global Maximum 33 Chapter 4 Less Is More: Reduce Choices 47 Chapter 5 Words Matter: Focus on Your Call to Action 59 Chapter 6 Fail Fast and Learn 71 PART II IMPLEMENTING A/B TESTING: PLAY-BY-PLAY GUIDE 83 Chapter 7 Choose the Solution That's Right for Your Organization 87 Chapter 8 The Cure for the HiPPO Syndrome 99 Chapter 9 The A/B Testing Dream Team 109 Chapter 10 Iterate, Iterate, Iterate 119 PART III ADVANCED TOPICS IN A/B TESTING 131 Chapter 11 How A/B Tests Can Go Awry 135 Chapter 12 Beyond the Page: Non-Website A/B Testing 143 Chapter 13 Personalize, Personalize, Personalize 155 Conclusion 165 Appendix 1: 60 Things to A/B Test 167 Appendix 2: Metrics and the Statistics behind A/B Testing 179 Acknowledgments 195 Index 197

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.

Select Guide Rating

• Chapter 1 How A/B Testing Helped Win the White House—Twice 1 PART I LESSONS LEARNED FROM 200,000 A/B TESTS (AND COUNTING) 13 Chapter 2 What to Test 17 Chapter 3 Seek the Global Maximum 33 Chapter 4 Less Is More: Reduce Choices 47 Chapter 5 Words Matter: Focus on Your Call to Action 59 Chapter 6 Fail Fast and Learn 71 PART II IMPLEMENTING A/B TESTING: PLAY-BY-PLAY GUIDE 83 Chapter 7 Choose the Solution That's Right for Your Organization 87 Chapter 8 The Cure for the HiPPO Syndrome 99 Chapter 9 The A/B Testing Dream Team 109 Chapter 10 Iterate, Iterate, Iterate 119 PART III ADVANCED TOPICS IN A/B TESTING 131 Chapter 11 How A/B Tests Can Go Awry 135 Chapter 12 Beyond the Page: Non-Website A/B Testing 143 Chapter 13 Personalize, Personalize, Personalize 155 Conclusion 165 Appendix 1: 60 Things to A/B Test 167 Appendix 2: Metrics and the Statistics behind A/B Testing 179 Acknowledgments 195 Index 197