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Ever wonder how optimization and testing is done at Netflix, Etsy, or Dell? Or how Wikipedia, Lumosity and Disney apply lessons they’ve learned through A/B tests to their business? My co-founder, Pete Koomen and I had an incredible opportunity to ask these questions, distill the answers, and publish them in our first book which we are excited to say is available today!

TL;DR

Dan Siroker and Pete Koomen Signing Books

Pete Koomen (left) and Dan Siroker (right) sign A/B Testing: The Most Powerful Way to Turn Clicks into Customers during a launch party.

An Opportunity for Storytelling

The opportunity to write this book is due in a large part to our customers, partners, and advocates; who through hundreds of thousands of experiments, have fueled the shocking stories, lessons learned, and testing pro-tips we have compiled into 200 pages of full-color, bound-and-bonafide book (rife with pictures).

We set out to create a resource to inspire and educate the entire digital marketing community about why A/B testing is a tool in the toolbox that can bring huge value to all organizations.

We hope that the book, titled A/B Testing: The Most Powerful Way to Turn Clicks into Customers, is an actionable guide for anyone interested in doing A/B testing at his or her business.

By sharing stories like how the slightest change to a website can have reverberating impacts (both positive and negative), or how a lone marketer can catalyze a movement around data-driven decision making, we hope to answer some critical questions that everyone from marketers, to engineers, to product managers have asked us over the past three years:

  • What is A/B testing?

  • Why will it add value to my company?

  • Where do I begin testing?

  • How do I build a testing culture at my company?

In our typical fashion, we include a TL;DR (too long; didn’t read) section at the end of each chapter to summarize the key takeaways.

Inspiration from Others

For Pete and I as co-founders, this is an exciting day because writing a book – even on a topic we’re comfortable discussing – is a serious challenge (we should give ourselves more than five months next time). It has been even more rewarding to celebrate the milestone with a launch party at our San Francisco headquarters. In addition to an appropriately named A/B tasting happy hour where we treated guests to two separate menus of appetizers, we had the pleasure to mingle with some phenomenal testers and learn from Jon Miller of Marketo and Zack Exley of Wikipedia about how data and testing play a role at their organizations.

Wikipedia’s Chief Revenue Officer, Zack Exley struck a chord with me when he said, “A/B testing is our entire business model as far as revenue. We don’t have a product we can sell or improve. Our product is built by our users. The only thing we can do to bring in more money is to change the banner at the top of the site. A/B testing allows us to do this. It works. Read the book.”

Our Sincere Hope

A. We hope that you read the book and B., we hope that this it not only inspires a push towards more data-driven decision making in business, we also hope that it relieves readers from feeling pressured to always come up with the right answers on their own. With A/B testing, website visitors become the statistically significant, third party decision maker and your most important task becomes asking the right questions.

Chapter three of the book (available for free download here) is all about seeking the global maximum in business through a process of exploration and refinement. As co-authors and co-founders, Pete and I sincerely hope that we can help marketers use data to make better decisions about their websites that lead to global rather than local maxima.

We’re really excited about this and can’t wait to hear your feedback!

 

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