I just got done reading Bryan’s new book with Anthony Garcia of FutureNow, Inc. titled “Which Sells Best? A Quick Start Guide to Testing for Retailers” which you can get from the FutureNow web site for under fifteen bucks. Controlled experimentation is one of the most critical of the Web Analytics Business Processes, perhaps the most critical. But frequently folks I talk to complain that they’re interested in doing testing but there is some barrier to their getting started …
… well, knowing how to start is no longer a barrier.
In their book, Bryan and Anthony break down the process from beginning to end and cover all the bases. The chapters on “Know Thy Customer” and “Factors That Determine Online Success” are uniquely Eisenberg and uniquely FutureNow, which is great, because these guys know their stuff!
One of my favorite quotes in the book is this: “Proper testing is always hard work.” Bryan and Anthony don’t sugar coat it, but they’re clear that what you’re working to do with experimentation is not figure out what is best but rather what is best for your customers. In my experience, the difference between “best practices” and “best for your customers” is often millions of dollars.