Experiment! Website Conversion Rate Optimization with A/B, Split, and Multivariate (MV) Testing

Colin McFarland is in charge of experimenting at Shop Direct Group, the UK's biggest shop-at-home group, with a turnover of GBP15billion a year. He has experimented and improved conversion for Priceline Group, Bank of America, Visit Britain, and Kelloggs. Colin is one of Europe's most experienced experimenters with MVT, beginning in the industry with UX research in his Bsc (Hons) degree, and moving to lead UX roles at respected digital agencies, before focusing on improving conversion with experimenting. Colin has run thousands of tests at large companies around the world, and his documentation of his findings is the basis of this defining book on the subject.