1.1. •Know how long to run a test before giving up
1.2. •Show repeat visitors the same variations
1.3. •Make your A/B test consistent across the whole website
1.4. •Do many A/B tests
2. Pros of A/B Testing
2.1. Fast Of all the test types, A/B is way, way fast
2.2. Tests reality
2.3. Quantifiable A/B web site testing provides actual numbers that can be compared, sliced and diced to evaluate results
2.4. Accurate
3. Cons of A/B Testing
3.1. Can Hurt Web Site Results
3.2. Missing the “Why” Have you ever noticed a dog or cat staring blankly into space, at apparently absolutely nothing
3.3. Not Predictive A/B testing is great and all
4. What Is A/B Testing?
4.1. Have two versions A and B, which are the metrics to define the success.
5. What to test?
5.1. •The call to action’s (i.e. the button’s) wording, size, color and placement, •Headline or product description, •Form’s length and types of fields, •Layout and style of website, •Product pricing and promotional offers, •Images on landing and product pages, •Amount of text on the page (short vs. long).
6. Don'ts
6.1. Don't wait to test the variation until after you’ve tested the control
6.2. •Don’t conclude too early
6.3. •Don’t surprise regular visitors
6.4. •Don’t let your gut feeling overrule test results
