The Most Powerful Way to Turn Clicks Into Customers. Marketers and web professionals will become obsolete if they dont embrace a data-driven approach to decision making. This book shows you how, no matter your technical expertise How Your Business Can Use the Science That Helped Win the White House The average conversion rate the rate at which visitors convert into customers across the web is only 2%. That means it's likely that 98% of visitors to your website won't end up converting into customers. What's the solution? A/B testing. 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