A/B Testing Playbook

How to step up your experimentation game.

For any team with conversion-oriented KPIs, every decision made has a quantifiable impact on business outcomes. Gut feeling is a good starting point for making decisions on websites and products, but it’s just one piece of a very fragile puzzle: budgets are often tight, users are unpredictable, and changes are risky.

Discover how to improve your A/B tests so you can give your audience a digital experience that’s easy, intuitive, and exactly what they need.

Welcome to the world of web experimentation. This guide helps break down:

6 Types of experimentation - What they test, who they're used by and and common examples of each
Choosing an A/B testing tool - What to consider and who to look at including comparisons of 7 popular tools on the market
Deciding what to test - Guidance on forming a hypothesis, simple frameworks for prioritization and 6 common testing goals + changes to tests to consider
3-step plan for testing success - Starting with preliminary research, experiment set up, and thorough analysis
A/B testing case studies from brands like AVON, Mitre 10 and more

A/B Testing Playbook

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Inside this guide

Welcome to the world of web experimentation. This guide helps break down:

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