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A/B Testing: The Most Powerful Way to Turn Clicks Into Customers [Anglais] [Relié]

Dan Siroker , Pete Koomen
2.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
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Description de l'ouvrage

24 septembre 2013
A guide to delivering a better user experience through A/B testing A/B Testing outlines a simple way to test several different versions of a web page with live traffic, and then measure the effect each version has on visitors. Using A/B testing you can determine the most effective way to increase conversion rate—the rate at which visitors convert into customers. The average conversion rate across the web is only 2%. That means 98% of visitors to most websites don′t end up converting. Using A/B testing, companies can improve the effectiveness of their marketing and user experience and in doing so can sometimes double or triple their conversion rates. In the past, marketing teams were dependent on IT and engineering to implement A/B tests, and that proved to be a costly bottleneck. Today, the market for A/B testing is growing very fast, in no small part due to this transition from IT to marketing. Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customers Details a roadmap for how to use A/B testing to personalize your customer′s web experience and a practical guide to start A/B testing today Authors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user–friendly testing system that more than 2,000 organizations use Marketers and web professionals will become obsolete if they don′t embrace a data–driven approach to decision making. This book shows you how, no matter your technical expertise.

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Descriptions du produit

Quatrième de couverture

How Your Business Can Use the Science That Helped Win the White House "Dan and Pete are changing the way business is done and decisions are made. By pulling together concrete examples of how A/B testing has made an impact, they are inspiring a new generation of companies to make thoughtful, data-driven decisions. Their new book is smart, valuable, and proves just how indispensable A/B testing is today." —MARISSA MAYER, CEO of Yahoo! "Finally, a book on A/B testing and digital optimization that I will eagerly hand out to my clients! It's approachable, not overly technical, and is actually full of real-world examples of testing in action that provide the inspiration for testing that is so badly needed in most companies." — CALEB WHITMORE, founder and CEO, Analytics Pros; coauthor of Performance Marketing with Google Analytics "A practical and readable guide to get the most out of your online marketing tests. Get it before your competitors do!" — Tim Ash, CEO, SiteTuners; bestselling author of Landing Page Optimization ; and chair of Conversion Conference "Here's the secret to magnificent marketing success: 1. Create a hypothesis. 2. Test it. 3. Be less wrong! In our immensely complex business world, if your organization is not structured to be less wrong every day, your failure is guaranteed. Ready to be less wrong but don't know how? Let Dan and Pete teach you!" — Avinash Kaushik, author of Web Analytics 2.0 ; Digital Marketing Evangelist, Google "Savvy marketers have long known that A/B testing is a great way to optimize marketing and generate more revenue. But for too long, it has been considered too hard and complicated for most marketers to use. A/B Testing: The Most Powerful Way to Turn Clicks into Customers shows marketers at all levels of experience why testing is important—and more importantly, it gives them step-by-step guidance on how to get started and get the best results. I'm giving copies of this to my entire team, and I recommend you do as well!" — Jon Miller, cofounder and VP of Marketing, Marketo "A/B testing that is fast and simple is set to disrupt web measurement and analytics on a massive scale. Every company should be using A/B testing to continuously improve, and anyone who wants to lead the charge on this revolution within their organization will benefit from reading this book." — Amy Chang, former Global Head of Product, Google Analytics "Much like the prescriptive writing guide The Elements of Style by Strunk and White, A/B Testing is simple in its construction and design, but deceptively powerful and comprehensive in its message and breadth. This book is sure to be the foundational and prescriptive guide to optimization testing." — Khai Tran, Senior Manager, Product—Online Video Products & Platforms, Disney/ABC Television Group

Biographie de l'auteur

DAN SIROKER is the cofounder and CEO of Optimizely. The inspiration for Optimizely came from Dan's experience as the Director of Analytics for the 2008 Obama Presidential campaign. Optimizely is the product Dan wishes he had back then to make it easy for anybody to do A/B testing. In 2012, Forbes named Dan one of the Top 30 under 30 in Technology. Dan was formerly a product manager for Google Chrome and AdWords. PETE KOOMEN is the co-founder and President of Optimizely. After earning his MS in computer science from the University of Illinois at Urbana-Champaign, Pete joined Google as a product manager where he helped launch and grow Google App Engine to more than 150,000 developers. In 2009, Pete teamed up with Dan to start their first company, CarrotSticks, an online math game for kids. Less than a year later, Pete and Dan created Optimizely during the Y Combinator winter 2010 class. In between mountain climbing adventures, Pete runs product, engineering, and design at Optimizely.

Détails sur le produit

  • Relié: 208 pages
  • Editeur : John Wiley & Sons (24 septembre 2013)
  • Langue : Anglais
  • ISBN-10: 1118536096
  • ISBN-13: 978-1118536094
  • Dimensions du produit: 23,1 x 15,7 x 2,3 cm
  • Moyenne des commentaires client : 2.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
  • Classement des meilleures ventes d'Amazon: 133.138 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
  • Table des matières complète
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Dans ce livre (En savoir plus)
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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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0 internautes sur 1 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 sans interet 28 octobre 2013
Par geo75
Format:Relié|Achat vérifié
Ce livre est ennuyeux, une check-list aurait certainement suffi. Ce qui est fait vers la fin dans environ 5 pages. Je me demande pourquoi avoir fait un livre ?
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Amazon.com: 4.3 étoiles sur 5  27 commentaires
8 internautes sur 8 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Fun non-technical introduction to A/B testing 27 mai 2014
Par Ron Kohavi - Publié sur Amazon.com
Format:Format Kindle|Achat vérifié
As someone who has been running controlled experiments (e.g. A/B tests) for over 10 years at Amazon and Microsoft, I found it fun to read with motivating examples that are easy to understand by anyone thinking of trying A/B testing.

This is a book that is great to convince an org to try A/B testing, but don't expect it to explain the technical side and the pitfalls, which you might find in peer-reviewed papers like these on exp-platform:
- Controlled Experiments on the Web: Survey and Practical Guide
- Seven Rules of Thumb for Web Site Experimenters
- Trustworthy Online Controlled Experiments: Five Puzzling Outcomes Explained
- Online Controlled Experiments at Large Scale
- Unexpected Results in Online Controlled Experiments

Some things that are could be improved:
- The Overall Evaluation Criterion (OEC) is not just a measure of success. This is critical and the authors' experience with simple funnels may be limiting here. In more complicated scenarios, coming up with a good OEC that is predictive of future success is harder. For example, search engines don't directly optimize for query share and revenue (see pitfalls paper above).
- The use of A/B testing is not just for front-end features. There are great examples of back-end improvements, such as relevance for search.
- One of the more important observations by groups doing A/B testing is around the importance of web site performance, which is absent here.
- The authors suggest an incorrect procedure for ending experiments: "Once the test reaches statistical significance, you'll have your answer" and "When the test has reached a statistically significant conclusion , the tester sends a follow-up with results and the key takeaways." This procedure will have more false positives than expected. The correct procedure is to determine the duration in advance (e.g., a full week or two), then check for stat-sig at that point.
5 internautes sur 5 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A useful resource for companies looking to use data to optimize websites 22 août 2013
Par Jon Miller - Publié sur Amazon.com
I've long been a fan of A/B testing to optimize web experiences and conversions, but have found that too many companies don't know what to test, how to test effectively, or how to handle the internal and cultural barriers to testing well. That's why, as an advisor to Optimizely, I was very happy to hear they were writing a book to serve as a comprehensive resource for testing. And the final result is excellent. I found the book easy to read, and practical -- with some great examples and case studies as well. I'll be getting copies for my entire team!
5 internautes sur 5 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Its only for beginners 10 janvier 2014
Par Hanko Tamas - Publié sur Amazon.com
Format:Format Kindle|Achat vérifié
I was waiting for this to come out for a while now, but I was a bit disappointed. General, introductory stuff mostly, I was hoping for some intermediate, advanced insights. Excellent if you are starting out with A/B testing.
4 internautes sur 4 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Good, very concise 26 août 2013
Par AJ - Publié sur Amazon.com
Format:Relié|Achat vérifié
I have been optimizing landing pages for about seven years.

A/B testing can often be somewhat of a dark art. Numerous public articles & blog posts cite tests with sample sizes so ludicrously small you are left wondering if the writer completed high school math. Not here, in this book the authors stick to mass scale examples, with full color before and after shots.

All of the big points fit in exactly with my personal experience -- such as things like removing elements rather than adding them.

The big problem with this book is the big print. I read it very, very fast. I will not even say how fast less this review seems unbelievable. No complaints, a few small things already are sticking out in my mind, leaving me certain that the book will pay for itself both in cost and time. Considering I once paid $500 for a book on landing page optimization many years back..

A/B testing, and user experience optimization in general, is a big topic. It is a scarce topic as well. There are only so many people who have access to the millions of humans it takes to perform a truly mass scale, long term iterative optimization. The authors aren't releasing any deep optimization secrets, but they are pointing you in the right direction to tackle this utterly complex subject.
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent book, worth the read 22 août 2013
Par Fitzwilliam Darcy - Publié sur Amazon.com
This book provides a lot of insights into A/B testing best practices, answered many of the questions I had about implementing A/B testing and ended up convincing me that we should be A/B testing earlier than previously planned
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