Resources for Chapter 7: Which design generates better results?
What Does Statistically Significant Mean?, by Jeff Sauro.
Google Analytics Content Experiments - A Guide To Creating A/B Tests, by Daniel Waisberg.
A/B Testing For Mobile Apps, by Daniel Waisberg.
The Ultimate Guide to A/B Testing, by Paras Chopra.
What Is a Confidence Interval and Why Would You Want One?, by Caroline Jarrett.
You Should Test That, by Chris Goward.
Landing Page Optimization, by Tim Ash.
Measuring the User Experience, Collecting, Analyzing, and Presenting Usability Metrics, by Tom Tullis and Bill Albert.
A/B Testing: The Most Powerful Way to Turn Clicks Into Customers, by Dan Siroker and Pete Koomen.
How We Used Data to Win the Presidential Election, by Dan Siroker (Head of Analytics & Testing at the Obama campaign, founder at Optimizely).
VWO (Visual Website Optimizer)