Over the past few years there’s been quite a bit of hype regarding A/B testing. From Obama’s election campaign, to Veggie Tales increasing revenue by 38%, I believe the hype is well-warranted and something that should be in every marketer’s toolkit.
I’ve had the opportunity to setup, instrument, and analyze numerous A/B tests for companies in different industries. I’ve made plenty of mistakes, and found some winners along the way. It’s been an eye opening experience, and the purpose of this guide (yes, it’s going to be a long one ~ 4000 words) will be to give you the most comprehensive A/B testing resource online (well, at least that’s the goal). I’ll start from the very basics, including organizational structure, to best practices (and things you should avoid).