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Tips & Tricks for Building Your Experimentation Program

How Obama’s Campaign Team Sourced A/B Tests from User Feedback


When thinking about A/B testing, the pivotal question is what to test. Ideally you should focus your testing efforts on the page elements that are most likely to have an impact. A great source of discovery for high impact elements can come from focusing on the user experience. Usability studies, user experience research, heuristic evaluations, […]

Testing Your Messages: Framing for Increased Conversions


Testing Theory: Academic Studies You’ll Actually Use is a series that provides practical testing ideas based on the study of how people make decisions (formally known as behavioral economics). A common piece of advice in the AB testing space is to test headlines and images to find the combination that yields maximum value. But there […]

Testing Theory: The Importance of Default Selections


Welcome to the first post in Testing Theory: Academic Findings You Can Actually Use. This series is a stepping stone to creating better tests by providing practical testing ideas based on the study of how people make decisions (formally known as behavioral economics). Optimizely has made it incredibly easy to A/B test any change you […]