Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing
if online experimentation is a corporate priority, a company may want to build expertise and develop standards in a central unit before rolling them out
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
start with an idea or hypothesis, then construct an experiment to test that idea.
Ben Hunt • Convert!: Designing Web Sites to Increase Traffic and Conversion
you have only 80 percent confidence in your data, you can send a small email blast and test the waters to see what will happen. You can send three different offers to different geographies to validate a hypothesis. You can try five versions of the home page and see which works because you are not designing a catalog or newspaper ad that must be pri
... See more