SlideShare une entreprise Scribd logo
1  sur  67
Télécharger pour lire hors ligne
Always Be Testing
Learn from every thing you do!
Hiten Shah
hnshah@gmail.com
@hnshah #FILIVE
Product, Design, Engineering, Marketing, Growth, Sales
What do you do?
 
Always Be Testing - Learn from Every A/B Test (Hiten Shah)
How do you make
all the things
be er?!
Figuring this out is your job.
A/b testing
Only	
  1	
  out	
  of	
  5	
  tests	
  win.
4	
  out	
  of	
  5	
  tests	
  cost	
  
you	
  money.
So, why experiment if so many tests fail?
Go Where Customers Are!
Long, slow, SaaS ramp of death from 2006…
Go Where Customers Are!
Now…
Go Where Customers Are!
Growth can be sped up!
Increase Hello Bar’s installation rate
Improve the KISSmetrics features page
Increase signups from Crazy Egg’s homepage
Grow Crazy Egg’s revenue
Results from 3 months of focused growth effort
Results: KISSmetrics signups over time
Simple 4-step experimentation process
Data
Figure out what to improve
Hypothesis
Make an educated guess
Experiment
Test your guess
Act
Decide what’s next
Data
Figure out what to improve
Data doesn’t make decisions for you.
Data informs your decision making.
Data helps you identify the most
painful problems people have.
(not the ones that bother you the most)
Find problems worth solving by
starting with quantitative data.
When in doubt, look at your top pages. Usually the homepage.
A simple framework for choosing what to improve
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM
Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM
Find opportunities based on user paths
HTTP://KISS.LY/KMPATH
Increase Conversions
By A/B Testing
Do a Happy Dance
But Watch it Closely
Get More Traffic
So You Can Start A/B Testing
Get More Traffic
So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve
What percentage of your
customers or users have
adopted each feature?
Intercom on Product Management
When you’ve already got usage, analyze it.
Where do you have the most
visitors, users, customers,
emails, or notifications?
More volume helps you test faster.
๏ Website Traffic / App Installs
๏ Welcome Emails
๏ Web / Mobile Onboarding
๏ Email Digests
๏ Triggered Notifications
๏ Cart / Funnel Abandonment
๏ Dormant / Churned users
Common areas with large volume and high impact potential
Find out why by ge ing
qualitative data.
A few qualitative tools
HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
A few more qualitative tools
HTTP://QUALAROO.COM HTTP://OLARK.COM
Use exit surveys to learn why people bounce
HTTP://QUALAROO.COM
Use post-conversion surveys to understand why
HTTP://QUALAROO.COM
Discover if your web pages are effective at their goal
HTTP://QUALAROO.COM
What frustrates people?
EMAIL
Find people who don’t do things and email them
EMAIL + SURVEYMONKEY
User Research gives you a headstart
Hypothesis
Make an educated guess
Ideas
Designs
Solutions
Assumptions
(A guess about the best way to solve a problem)}
Everything can start with a
testable hypothesis.
Before you create anything, make an educated guess.
Use simple equations to assess potential impact of each idea
DAN MCKINLEY HTTP://KISS.LY/DANETSY
visits	
  x	
  conversion	
  rate	
  x	
  order	
  value	
  x	
  li4	
  =	
  ?
users	
  x	
  order	
  value	
  x	
  resurrec7on	
  rate	
  =	
  ?
ESTIMATED
ESTIMATED
MODELED
MODELED
Assess the potential impact,
difficulty and priority of
each test idea you have.
Prioritize your tests
Experiment
Test your guess
Test your hypothesis by starting
an experiment.
Not bu on colors…
Don’t copy “best practices” blindly
Test specific bu on copy
Sensitivity tests help you
learn what your visitors care
about and what they don’t.
Run sensitivity tests on your web pages
Remove graphical elements and see what happens
Does social proof and logos ma er for your visitors?
Remove social proof and learn what happens
Act
Decide what’s next
You’ve probably seen an A/B testing report before
1. Your starting hypothesis.
2. Dates for when you ran the test.
3. Screenshots of control and all variations used during the test.
4. Expected change in conversion.
5. Probability of change.
6. Screenshot of the raw data used in your analysis.
7. A screenshot to the A/B Test Report in KISSmetrics.
8. The decision you've made from the test.
9. What you learned from the test.
Document every A/B test and create a playbook
What learnings do we want to
carry over from the past?
Helps you avoid unknowingly
decreasing your conversions.
✓ Keep the footer links
✓ Autofocus on the first form field
✓ Do not include social proof
✓ Link to the features page
✓ Use “Log in” copy on the bu on
Create experiment checklists based on learnings
If you’re not testing,
you’re not learning.
☀
Always have tests running,
no ma er how small.
⌾
If you don't have a process,
you won't continuously improve.
∞
Work on things that ma er.
Make those things be er.
Be happier ☺
Thank Y0u =)
Got questions? Need help?
Contact me any time!
Hiten Shah
hnshah@gmail.com

Contenu connexe

Tendances

[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics
[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics
[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and TacticsCXL
 
[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven
[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven
[Elite Camp 2016] Peep Laja - Fresh Out Of the OvenCXL
 
[CXL Live 16] Opening Keynote by Peep Laja
[CXL Live 16] Opening Keynote by Peep Laja[CXL Live 16] Opening Keynote by Peep Laja
[CXL Live 16] Opening Keynote by Peep LajaCXL
 
Optimizely Experience Customer Story - Atlassian
Optimizely Experience Customer Story - AtlassianOptimizely Experience Customer Story - Atlassian
Optimizely Experience Customer Story - AtlassianOptimizely
 
Conversion Optimization with Peep Laja
Conversion Optimization with Peep LajaConversion Optimization with Peep Laja
Conversion Optimization with Peep LajaElla Quivooij
 
[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session
[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session
[Elite Camp 2016] Craig Sullivan - Elite Camp Summary SessionCXL
 
4 Steps Toward Scientific A/B Testing
4 Steps Toward Scientific A/B Testing4 Steps Toward Scientific A/B Testing
4 Steps Toward Scientific A/B TestingJanessa Lantz
 
The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015
The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015
The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015CXL
 
[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris
[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris
[CXL Live 16] You Can’t Make This Stuff Up by Alex HarrisCXL
 
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...Distilled
 
Conversion Rate Optimization 101 - Kick-Start Your Growth Engine
Conversion Rate Optimization 101 - Kick-Start Your Growth EngineConversion Rate Optimization 101 - Kick-Start Your Growth Engine
Conversion Rate Optimization 101 - Kick-Start Your Growth EngineKissmetrics on SlideShare
 
The anatomy of an A/B Test - JSConf Colombia Workshop
The anatomy of an A/B Test - JSConf Colombia WorkshopThe anatomy of an A/B Test - JSConf Colombia Workshop
The anatomy of an A/B Test - JSConf Colombia WorkshopEduardo Shiota Yasuda
 
The Top 5 Ecommerce Tests You Should Run Right Now
The Top 5 Ecommerce Tests You Should Run Right NowThe Top 5 Ecommerce Tests You Should Run Right Now
The Top 5 Ecommerce Tests You Should Run Right NowOptimizely
 
Definition of A/B testing and Case Studies by Optimizely
Definition of A/B testing and Case Studies by OptimizelyDefinition of A/B testing and Case Studies by Optimizely
Definition of A/B testing and Case Studies by OptimizelyRusseWeb
 
Optimizely's Optimization Benchmark Findings Webinar Slides
Optimizely's Optimization Benchmark Findings Webinar SlidesOptimizely's Optimization Benchmark Findings Webinar Slides
Optimizely's Optimization Benchmark Findings Webinar SlidesOptimizely
 
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...CXL
 
A/B Mythbusters: Common Optimization Objections Debunked
A/B Mythbusters: Common Optimization Objections DebunkedA/B Mythbusters: Common Optimization Objections Debunked
A/B Mythbusters: Common Optimization Objections DebunkedOptimizely
 
Improve your content: The What, Why, Where and How about A/B Testing
Improve your content: The What, Why, Where and How about A/B TestingImprove your content: The What, Why, Where and How about A/B Testing
Improve your content: The What, Why, Where and How about A/B Testingintrotodigital
 
Conversion Hotel 2016 - John Ekman
Conversion Hotel 2016 - John EkmanConversion Hotel 2016 - John Ekman
Conversion Hotel 2016 - John EkmanWebanalisten .nl
 

Tendances (20)

[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics
[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics
[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics
 
[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven
[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven
[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven
 
[CXL Live 16] Opening Keynote by Peep Laja
[CXL Live 16] Opening Keynote by Peep Laja[CXL Live 16] Opening Keynote by Peep Laja
[CXL Live 16] Opening Keynote by Peep Laja
 
The Power of A/B Testing
The Power of A/B TestingThe Power of A/B Testing
The Power of A/B Testing
 
Optimizely Experience Customer Story - Atlassian
Optimizely Experience Customer Story - AtlassianOptimizely Experience Customer Story - Atlassian
Optimizely Experience Customer Story - Atlassian
 
Conversion Optimization with Peep Laja
Conversion Optimization with Peep LajaConversion Optimization with Peep Laja
Conversion Optimization with Peep Laja
 
[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session
[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session
[Elite Camp 2016] Craig Sullivan - Elite Camp Summary Session
 
4 Steps Toward Scientific A/B Testing
4 Steps Toward Scientific A/B Testing4 Steps Toward Scientific A/B Testing
4 Steps Toward Scientific A/B Testing
 
The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015
The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015
The Million Dollar Optimization Strategy - Andre Morys - ConversionXL Live 2015
 
[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris
[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris
[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris
 
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...
 
Conversion Rate Optimization 101 - Kick-Start Your Growth Engine
Conversion Rate Optimization 101 - Kick-Start Your Growth EngineConversion Rate Optimization 101 - Kick-Start Your Growth Engine
Conversion Rate Optimization 101 - Kick-Start Your Growth Engine
 
The anatomy of an A/B Test - JSConf Colombia Workshop
The anatomy of an A/B Test - JSConf Colombia WorkshopThe anatomy of an A/B Test - JSConf Colombia Workshop
The anatomy of an A/B Test - JSConf Colombia Workshop
 
The Top 5 Ecommerce Tests You Should Run Right Now
The Top 5 Ecommerce Tests You Should Run Right NowThe Top 5 Ecommerce Tests You Should Run Right Now
The Top 5 Ecommerce Tests You Should Run Right Now
 
Definition of A/B testing and Case Studies by Optimizely
Definition of A/B testing and Case Studies by OptimizelyDefinition of A/B testing and Case Studies by Optimizely
Definition of A/B testing and Case Studies by Optimizely
 
Optimizely's Optimization Benchmark Findings Webinar Slides
Optimizely's Optimization Benchmark Findings Webinar SlidesOptimizely's Optimization Benchmark Findings Webinar Slides
Optimizely's Optimization Benchmark Findings Webinar Slides
 
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...
 
A/B Mythbusters: Common Optimization Objections Debunked
A/B Mythbusters: Common Optimization Objections DebunkedA/B Mythbusters: Common Optimization Objections Debunked
A/B Mythbusters: Common Optimization Objections Debunked
 
Improve your content: The What, Why, Where and How about A/B Testing
Improve your content: The What, Why, Where and How about A/B TestingImprove your content: The What, Why, Where and How about A/B Testing
Improve your content: The What, Why, Where and How about A/B Testing
 
Conversion Hotel 2016 - John Ekman
Conversion Hotel 2016 - John EkmanConversion Hotel 2016 - John Ekman
Conversion Hotel 2016 - John Ekman
 

En vedette

Turning big data into big revenue
Turning big data into big revenueTurning big data into big revenue
Turning big data into big revenuePwC
 
Data driven-products-now
Data driven-products-nowData driven-products-now
Data driven-products-nowDan McKinley
 
How to check ab test result
How to check ab test resultHow to check ab test result
How to check ab test resultmaosongppt
 
A/B Testing With Real Examples And Results
A/B Testing With Real Examples And ResultsA/B Testing With Real Examples And Results
A/B Testing With Real Examples And ResultsWilson Pang
 
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...University of Nebraska Think Tank: Google Analytics as your Digital Marketing...
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...Caleb Whitmore
 
Google Partner Agency Digital Breakfast with Geary LSF
Google Partner Agency Digital Breakfast with Geary LSFGoogle Partner Agency Digital Breakfast with Geary LSF
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
 
comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012
comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012
comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012action.vn
 
How Hospital Administrators Make Purchase Decision - Think with Google Report
How Hospital Administrators Make Purchase Decision - Think with Google Report How Hospital Administrators Make Purchase Decision - Think with Google Report
How Hospital Administrators Make Purchase Decision - Think with Google Report Medico Mart
 
Evolution of TV Measuring Across All Screens | Think With Google
Evolution of TV Measuring Across All Screens | Think With GoogleEvolution of TV Measuring Across All Screens | Think With Google
Evolution of TV Measuring Across All Screens | Think With GoogleArgent media agency
 
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...Online Dialogue
 
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...Online Dialogue
 
Auto aftermarket digital driver research studies
Auto aftermarket digital driver research studiesAuto aftermarket digital driver research studies
Auto aftermarket digital driver research studiesHouseLead Italia
 
Why everything is an A/B Test at Pinterest
Why everything is an A/B Test at PinterestWhy everything is an A/B Test at Pinterest
Why everything is an A/B Test at PinterestKrishna Gade
 
A/B Testing at Pinterest: Building a Culture of Experimentation
A/B Testing at Pinterest: Building a Culture of Experimentation A/B Testing at Pinterest: Building a Culture of Experimentation
A/B Testing at Pinterest: Building a Culture of Experimentation WrangleConf
 
Your competition now matters: Building a SaaS Company Isn't What it Used to B...
Your competition now matters: Building a SaaS Company Isn't What it Used to B...Your competition now matters: Building a SaaS Company Isn't What it Used to B...
Your competition now matters: Building a SaaS Company Isn't What it Used to B...Price Intelligently
 
Millward brown vermeer organizational design think brand 2014 snf
Millward brown vermeer organizational design think brand 2014 snfMillward brown vermeer organizational design think brand 2014 snf
Millward brown vermeer organizational design think brand 2014 snfVermeer
 
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...SL Ecommerce and ReviewsReputation.com
 

En vedette (20)

Turning big data into big revenue
Turning big data into big revenueTurning big data into big revenue
Turning big data into big revenue
 
Data driven-products-now
Data driven-products-nowData driven-products-now
Data driven-products-now
 
How to check ab test result
How to check ab test resultHow to check ab test result
How to check ab test result
 
AB test workshop
AB test workshopAB test workshop
AB test workshop
 
A/B Testing With Real Examples And Results
A/B Testing With Real Examples And ResultsA/B Testing With Real Examples And Results
A/B Testing With Real Examples And Results
 
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...University of Nebraska Think Tank: Google Analytics as your Digital Marketing...
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...
 
Mobile A/B Test
Mobile A/B TestMobile A/B Test
Mobile A/B Test
 
Google Partner Agency Digital Breakfast with Geary LSF
Google Partner Agency Digital Breakfast with Geary LSFGoogle Partner Agency Digital Breakfast with Geary LSF
Google Partner Agency Digital Breakfast with Geary LSF
 
comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012
comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012
comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012
 
How Hospital Administrators Make Purchase Decision - Think with Google Report
How Hospital Administrators Make Purchase Decision - Think with Google Report How Hospital Administrators Make Purchase Decision - Think with Google Report
How Hospital Administrators Make Purchase Decision - Think with Google Report
 
Evolution of TV Measuring Across All Screens | Think With Google
Evolution of TV Measuring Across All Screens | Think With GoogleEvolution of TV Measuring Across All Screens | Think With Google
Evolution of TV Measuring Across All Screens | Think With Google
 
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...
 
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...
 
Auto aftermarket digital driver research studies
Auto aftermarket digital driver research studiesAuto aftermarket digital driver research studies
Auto aftermarket digital driver research studies
 
Why everything is an A/B Test at Pinterest
Why everything is an A/B Test at PinterestWhy everything is an A/B Test at Pinterest
Why everything is an A/B Test at Pinterest
 
A/B Testing at Pinterest: Building a Culture of Experimentation
A/B Testing at Pinterest: Building a Culture of Experimentation A/B Testing at Pinterest: Building a Culture of Experimentation
A/B Testing at Pinterest: Building a Culture of Experimentation
 
Your competition now matters: Building a SaaS Company Isn't What it Used to B...
Your competition now matters: Building a SaaS Company Isn't What it Used to B...Your competition now matters: Building a SaaS Company Isn't What it Used to B...
Your competition now matters: Building a SaaS Company Isn't What it Used to B...
 
Millward brown vermeer organizational design think brand 2014 snf
Millward brown vermeer organizational design think brand 2014 snfMillward brown vermeer organizational design think brand 2014 snf
Millward brown vermeer organizational design think brand 2014 snf
 
A Crash Course on A/B Testing
A Crash Course on A/B TestingA Crash Course on A/B Testing
A Crash Course on A/B Testing
 
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
 

Similaire à Always Be Testing - Learn from Every A/B Test (Hiten Shah)

Master the Essentials of Conversion Optimization
Master the Essentials of Conversion OptimizationMaster the Essentials of Conversion Optimization
Master the Essentials of Conversion Optimizationjoshuapaulharper
 
Dev's Guide to Feedback Driven Development
Dev's Guide to Feedback Driven DevelopmentDev's Guide to Feedback Driven Development
Dev's Guide to Feedback Driven DevelopmentMarty Haught
 
How to do usability testing and eye tracking
How to do usability testing and eye trackingHow to do usability testing and eye tracking
How to do usability testing and eye trackingObjective Experience
 
Web Analytics: A Measurement System of Website
Web Analytics: A Measurement System of WebsiteWeb Analytics: A Measurement System of Website
Web Analytics: A Measurement System of WebsiteITDogadjaji.com
 
How to Create Winning A/B Tests through Stronger Research
How to Create Winning A/B Tests through Stronger ResearchHow to Create Winning A/B Tests through Stronger Research
How to Create Winning A/B Tests through Stronger ResearchVWO
 
Creating a culture that provokes failure and boosts improvement
Creating a culture that provokes failure and boosts improvementCreating a culture that provokes failure and boosts improvement
Creating a culture that provokes failure and boosts improvementBen Dressler
 
How to Run Smarter A/B Tests, Faster
How to Run Smarter A/B Tests, FasterHow to Run Smarter A/B Tests, Faster
How to Run Smarter A/B Tests, FasterShanelle Mullin
 
Conversion Optimization Willa Fogarty
Conversion Optimization Willa FogartyConversion Optimization Willa Fogarty
Conversion Optimization Willa FogartyWilla Fogarty
 
A/B Testing Blueprint | Pirate Skills
A/B Testing Blueprint | Pirate SkillsA/B Testing Blueprint | Pirate Skills
A/B Testing Blueprint | Pirate SkillsPirate Skills
 
Radically Improve Conversion Rates - eMSF 2009
Radically Improve Conversion Rates - eMSF 2009Radically Improve Conversion Rates - eMSF 2009
Radically Improve Conversion Rates - eMSF 2009Kayden Kelly
 
Data-Driven UI/UX Design with A/B Testing
Data-Driven UI/UX Design with A/B TestingData-Driven UI/UX Design with A/B Testing
Data-Driven UI/UX Design with A/B TestingJack Nguyen (Hung Tien)
 
Lean Analytics Cycle
Lean Analytics CycleLean Analytics Cycle
Lean Analytics CycleHiten Shah
 
6 Guidelines for A/B Testing
6 Guidelines for A/B Testing6 Guidelines for A/B Testing
6 Guidelines for A/B TestingEmily Robinson
 
Losing is the New Winning
Losing is the New WinningLosing is the New Winning
Losing is the New WinningOptimizely
 
Intuit - How to Scale Your Experimentation Program
Intuit - How to Scale Your Experimentation ProgramIntuit - How to Scale Your Experimentation Program
Intuit - How to Scale Your Experimentation ProgramOptimizely
 
Usability Testing 101 - an introduction
Usability Testing 101 - an introductionUsability Testing 101 - an introduction
Usability Testing 101 - an introductionElizabeth Snowdon
 
Big Picture CRO with Rand Fishkin
Big Picture CRO with Rand FishkinBig Picture CRO with Rand Fishkin
Big Picture CRO with Rand FishkinUnbounce
 
Rand Fishkin - Big Picture CRO - 2013 08 29
Rand Fishkin - Big Picture CRO - 2013 08 29Rand Fishkin - Big Picture CRO - 2013 08 29
Rand Fishkin - Big Picture CRO - 2013 08 29ED
 
Taming The HiPPO
Taming The HiPPOTaming The HiPPO
Taming The HiPPOGoogle A/NZ
 

Similaire à Always Be Testing - Learn from Every A/B Test (Hiten Shah) (20)

Master the Essentials of Conversion Optimization
Master the Essentials of Conversion OptimizationMaster the Essentials of Conversion Optimization
Master the Essentials of Conversion Optimization
 
Dev's Guide to Feedback Driven Development
Dev's Guide to Feedback Driven DevelopmentDev's Guide to Feedback Driven Development
Dev's Guide to Feedback Driven Development
 
How to do usability testing and eye tracking
How to do usability testing and eye trackingHow to do usability testing and eye tracking
How to do usability testing and eye tracking
 
Web Analytics: A Measurement System of Website
Web Analytics: A Measurement System of WebsiteWeb Analytics: A Measurement System of Website
Web Analytics: A Measurement System of Website
 
How to Create Winning A/B Tests through Stronger Research
How to Create Winning A/B Tests through Stronger ResearchHow to Create Winning A/B Tests through Stronger Research
How to Create Winning A/B Tests through Stronger Research
 
Creating a culture that provokes failure and boosts improvement
Creating a culture that provokes failure and boosts improvementCreating a culture that provokes failure and boosts improvement
Creating a culture that provokes failure and boosts improvement
 
How to Run Smarter A/B Tests, Faster
How to Run Smarter A/B Tests, FasterHow to Run Smarter A/B Tests, Faster
How to Run Smarter A/B Tests, Faster
 
Conversion Optimization Willa Fogarty
Conversion Optimization Willa FogartyConversion Optimization Willa Fogarty
Conversion Optimization Willa Fogarty
 
A/B Testing Blueprint | Pirate Skills
A/B Testing Blueprint | Pirate SkillsA/B Testing Blueprint | Pirate Skills
A/B Testing Blueprint | Pirate Skills
 
Radically Improve Conversion Rates - eMSF 2009
Radically Improve Conversion Rates - eMSF 2009Radically Improve Conversion Rates - eMSF 2009
Radically Improve Conversion Rates - eMSF 2009
 
Data-Driven UI/UX Design with A/B Testing
Data-Driven UI/UX Design with A/B TestingData-Driven UI/UX Design with A/B Testing
Data-Driven UI/UX Design with A/B Testing
 
Lean Analytics Cycle
Lean Analytics CycleLean Analytics Cycle
Lean Analytics Cycle
 
6 Guidelines for A/B Testing
6 Guidelines for A/B Testing6 Guidelines for A/B Testing
6 Guidelines for A/B Testing
 
Losing is the New Winning
Losing is the New WinningLosing is the New Winning
Losing is the New Winning
 
Intuit - How to Scale Your Experimentation Program
Intuit - How to Scale Your Experimentation ProgramIntuit - How to Scale Your Experimentation Program
Intuit - How to Scale Your Experimentation Program
 
Analysis Paralysis
Analysis ParalysisAnalysis Paralysis
Analysis Paralysis
 
Usability Testing 101 - an introduction
Usability Testing 101 - an introductionUsability Testing 101 - an introduction
Usability Testing 101 - an introduction
 
Big Picture CRO with Rand Fishkin
Big Picture CRO with Rand FishkinBig Picture CRO with Rand Fishkin
Big Picture CRO with Rand Fishkin
 
Rand Fishkin - Big Picture CRO - 2013 08 29
Rand Fishkin - Big Picture CRO - 2013 08 29Rand Fishkin - Big Picture CRO - 2013 08 29
Rand Fishkin - Big Picture CRO - 2013 08 29
 
Taming The HiPPO
Taming The HiPPOTaming The HiPPO
Taming The HiPPO
 

Plus de Future Insights

The Human Body in the IoT. Tim Cannon + Ryan O'Shea
The Human Body in the IoT. Tim Cannon + Ryan O'SheaThe Human Body in the IoT. Tim Cannon + Ryan O'Shea
The Human Body in the IoT. Tim Cannon + Ryan O'SheaFuture Insights
 
Pretty pictures - Brandon Satrom
Pretty pictures - Brandon SatromPretty pictures - Brandon Satrom
Pretty pictures - Brandon SatromFuture Insights
 
Putting real time into practice - Saul Diez-Guerra
Putting real time into practice - Saul Diez-GuerraPutting real time into practice - Saul Diez-Guerra
Putting real time into practice - Saul Diez-GuerraFuture Insights
 
Surviving the enterprise storm - @RianVDM
Surviving the enterprise storm - @RianVDMSurviving the enterprise storm - @RianVDM
Surviving the enterprise storm - @RianVDMFuture Insights
 
Exploring Open Date with BigQuery: Jenny Tong
Exploring Open Date with BigQuery: Jenny TongExploring Open Date with BigQuery: Jenny Tong
Exploring Open Date with BigQuery: Jenny TongFuture Insights
 
A Universal Theory of Everything, Christopher Murphy
A Universal Theory of Everything, Christopher MurphyA Universal Theory of Everything, Christopher Murphy
A Universal Theory of Everything, Christopher MurphyFuture Insights
 
Horizon Interactive Awards, Mike Sauce & Jeff Jahn
Horizon Interactive Awards, Mike Sauce & Jeff JahnHorizon Interactive Awards, Mike Sauce & Jeff Jahn
Horizon Interactive Awards, Mike Sauce & Jeff JahnFuture Insights
 
Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...
Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...
Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...Future Insights
 
Front End Development Transformation at Scale, Damon Deaner
Front End Development Transformation at Scale, Damon DeanerFront End Development Transformation at Scale, Damon Deaner
Front End Development Transformation at Scale, Damon DeanerFuture Insights
 
Structuring Data from Unstructured Things. Sean Lorenz
Structuring Data from Unstructured Things. Sean LorenzStructuring Data from Unstructured Things. Sean Lorenz
Structuring Data from Unstructured Things. Sean LorenzFuture Insights
 
Cinematic UX, Brad Weaver
Cinematic UX, Brad WeaverCinematic UX, Brad Weaver
Cinematic UX, Brad WeaverFuture Insights
 
The Future is Modular, Jonathan Snook
The Future is Modular, Jonathan SnookThe Future is Modular, Jonathan Snook
The Future is Modular, Jonathan SnookFuture Insights
 
Designing an Enterprise CSS Framework is Hard, Stephanie Rewis
Designing an Enterprise CSS Framework is Hard, Stephanie RewisDesigning an Enterprise CSS Framework is Hard, Stephanie Rewis
Designing an Enterprise CSS Framework is Hard, Stephanie RewisFuture Insights
 
Accessibility Is More Than What Lies In The Code, Jennison Asuncion
Accessibility Is More Than What Lies In The Code, Jennison AsuncionAccessibility Is More Than What Lies In The Code, Jennison Asuncion
Accessibility Is More Than What Lies In The Code, Jennison AsuncionFuture Insights
 
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Future Insights
 
Designing for Dyslexia, Andrew Zusman
Designing for Dyslexia, Andrew ZusmanDesigning for Dyslexia, Andrew Zusman
Designing for Dyslexia, Andrew ZusmanFuture Insights
 
Beyond Measure, Erika Hall
Beyond Measure, Erika HallBeyond Measure, Erika Hall
Beyond Measure, Erika HallFuture Insights
 
Real Artists Ship, Haraldur Thorleifsson
Real Artists Ship, Haraldur ThorleifssonReal Artists Ship, Haraldur Thorleifsson
Real Artists Ship, Haraldur ThorleifssonFuture Insights
 
Ok Computer. Peter Gasston
Ok Computer. Peter GasstonOk Computer. Peter Gasston
Ok Computer. Peter GasstonFuture Insights
 
Digital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi Kaya
Digital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi KayaDigital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi Kaya
Digital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi KayaFuture Insights
 

Plus de Future Insights (20)

The Human Body in the IoT. Tim Cannon + Ryan O'Shea
The Human Body in the IoT. Tim Cannon + Ryan O'SheaThe Human Body in the IoT. Tim Cannon + Ryan O'Shea
The Human Body in the IoT. Tim Cannon + Ryan O'Shea
 
Pretty pictures - Brandon Satrom
Pretty pictures - Brandon SatromPretty pictures - Brandon Satrom
Pretty pictures - Brandon Satrom
 
Putting real time into practice - Saul Diez-Guerra
Putting real time into practice - Saul Diez-GuerraPutting real time into practice - Saul Diez-Guerra
Putting real time into practice - Saul Diez-Guerra
 
Surviving the enterprise storm - @RianVDM
Surviving the enterprise storm - @RianVDMSurviving the enterprise storm - @RianVDM
Surviving the enterprise storm - @RianVDM
 
Exploring Open Date with BigQuery: Jenny Tong
Exploring Open Date with BigQuery: Jenny TongExploring Open Date with BigQuery: Jenny Tong
Exploring Open Date with BigQuery: Jenny Tong
 
A Universal Theory of Everything, Christopher Murphy
A Universal Theory of Everything, Christopher MurphyA Universal Theory of Everything, Christopher Murphy
A Universal Theory of Everything, Christopher Murphy
 
Horizon Interactive Awards, Mike Sauce & Jeff Jahn
Horizon Interactive Awards, Mike Sauce & Jeff JahnHorizon Interactive Awards, Mike Sauce & Jeff Jahn
Horizon Interactive Awards, Mike Sauce & Jeff Jahn
 
Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...
Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...
Reading Your Users’ Minds: Empiricism, Design, and Human Behavior, Shane F. B...
 
Front End Development Transformation at Scale, Damon Deaner
Front End Development Transformation at Scale, Damon DeanerFront End Development Transformation at Scale, Damon Deaner
Front End Development Transformation at Scale, Damon Deaner
 
Structuring Data from Unstructured Things. Sean Lorenz
Structuring Data from Unstructured Things. Sean LorenzStructuring Data from Unstructured Things. Sean Lorenz
Structuring Data from Unstructured Things. Sean Lorenz
 
Cinematic UX, Brad Weaver
Cinematic UX, Brad WeaverCinematic UX, Brad Weaver
Cinematic UX, Brad Weaver
 
The Future is Modular, Jonathan Snook
The Future is Modular, Jonathan SnookThe Future is Modular, Jonathan Snook
The Future is Modular, Jonathan Snook
 
Designing an Enterprise CSS Framework is Hard, Stephanie Rewis
Designing an Enterprise CSS Framework is Hard, Stephanie RewisDesigning an Enterprise CSS Framework is Hard, Stephanie Rewis
Designing an Enterprise CSS Framework is Hard, Stephanie Rewis
 
Accessibility Is More Than What Lies In The Code, Jennison Asuncion
Accessibility Is More Than What Lies In The Code, Jennison AsuncionAccessibility Is More Than What Lies In The Code, Jennison Asuncion
Accessibility Is More Than What Lies In The Code, Jennison Asuncion
 
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
 
Designing for Dyslexia, Andrew Zusman
Designing for Dyslexia, Andrew ZusmanDesigning for Dyslexia, Andrew Zusman
Designing for Dyslexia, Andrew Zusman
 
Beyond Measure, Erika Hall
Beyond Measure, Erika HallBeyond Measure, Erika Hall
Beyond Measure, Erika Hall
 
Real Artists Ship, Haraldur Thorleifsson
Real Artists Ship, Haraldur ThorleifssonReal Artists Ship, Haraldur Thorleifsson
Real Artists Ship, Haraldur Thorleifsson
 
Ok Computer. Peter Gasston
Ok Computer. Peter GasstonOk Computer. Peter Gasston
Ok Computer. Peter Gasston
 
Digital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi Kaya
Digital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi KayaDigital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi Kaya
Digital Manuscripts Toolkit, using IIIF and JavaScript. Monica Messaggi Kaya
 

Dernier

Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...PrithaVashisht1
 
SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024Becky Burwell
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructuresonikadigital1
 
How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?sonikadigital1
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptaigil2
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.JasonViviers2
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerPavel Šabatka
 
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxTINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxDwiAyuSitiHartinah
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best PracticesDataArchiva
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Vladislav Solodkiy
 
CI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionCI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionajayrajaganeshkayala
 
Virtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product IntroductionVirtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product Introductionsanjaymuralee1
 
AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)Data & Analytics Magazin
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Guido X Jansen
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationGiorgio Carbone
 
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityStrategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityAggregage
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxVenkatasubramani13
 

Dernier (17)

Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...
 
SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructure
 
How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .ppt
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayer
 
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxTINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023
 
CI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionCI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual intervention
 
Virtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product IntroductionVirtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product Introduction
 
AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - Presentation
 
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityStrategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptx
 

Always Be Testing - Learn from Every A/B Test (Hiten Shah)