A/B Testing for Websites: A Practical Guide From Hypothesis and Single Variables to Reading Results
If you want to know whether a new headline, button, or form actually helps, A/B testing is the most direct method, but done wrong it only produces misleading conclusions. This guide covers writing a hypothesis first, why you change one thing at a time, what to do when traffic is too low, when to stop a test, and the most common misreadings.