A/B Testing Book Summary - A/B Testing Book explained in key points
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A/B Testing summary

Dan Siroker and Pete Koomen

The Most Powerful Way to Turn Clicks into Customers

4.3 (59 ratings)
16 mins

Brief summary

"A/B Testing" by Dan Siroker and Pete Koomen is a guide that explains the concept of A/B testing, how to design experiments, and how to use data to make informed decisions that drive growth and success in business.

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    A/B Testing
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    If you want to optimize your website and engage your visitors, try A/B testing.

    Thanks to the internet, companies have unprecedented opportunities to find new customers. All you need is a website, and then anyone can see – and buy! – whatever you’re selling. But although it sounds easy, creating a site that entices people to spend is difficult. Luckily, there’s a surefire way to figure out what works: an A/B test.

    The principle behind A/B testing is simple: By showing different versions of your site to randomly selected test groups over a short period of time, you generate data on which option is the most effective. This data offers organizations huge opportunities to increase visitor engagement.

    For instance, the 2008 Obama campaign website allowed users to leave their email addresses if they wanted to sign up for a newsletter or contribute to the campaign. The page displayed a photograph of the candidate in an ocean of supporters waving “Obama 2008” flags next to a field for entering email addresses, along with a “sign up” button.

    The Obama team wondered whether this was the best possible image and button combination. After a series of A/B tests using different images and texts, they found a winner: Visitors were 40.6 percent more likely to share their email address when the website showed a photo of Obama surrounded by his family, next to a button that said “Learn more.” For the Obama campaign, this change resulted in 2.8 million more email subscribers and an additional $57 million in donations.

    As you can see, A/B testing offers huge advantages. And it’s worth noting that although this testing technology used to be complicated and expensive, that’s no longer the case. In recent years, A/B testing has become an established method to improve web pages. And to facilitate this, web optimization platforms, such as Optimizely, have made it easy for anyone to implement A/B testing.

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    What is A/B Testing about?

    We all know that the internet has changed the way we do business. After all, today nearly every company has a website, but how many businesses manage to effectively optimize their online presence? Well, A/B Testing shows you how to develop and refine your website through simple experimentation and evaluation – all to attract more customers and boost your bottom line.

    A/B Testing Review

    A/B Testing (2019) is a resourceful book that explores the world of data-driven decision making and how it can revolutionize businesses. Here's why you should dive into this book:

    • With clear and actionable insights, it equips readers with the tools to improve their decision-making based on testing and experimentation.
    • The book showcases real-life case studies and experiments, illustrating the impact of A/B testing in various industries and driving home its importance.
    • Through its compelling storytelling and real-world examples, the book proves that A/B testing is far from dull, keeping readers engaged and motivated.

    Best quote from A/B Testing

    Data is what matters. – Brian Gumm, Netflix

    —Dan Siroker and Pete Koomen
    example alt text

    Who should read A/B Testing?

    • Start-up owners
    • Anyone who relies on a website to generate revenue
    • People looking to explore data-driven approaches to business

    About the Author

    Dan Siroker was director of analytics for Obama’s 2008 presidential campaign. He is the co-founder of Optimizely, a platform which helps businesses use data to improve their online presence.

    Pete Kooman is a former Google employee and the co-founder of Optimizely.


    © Dan Siroke: A/B Testing copyright 2013, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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    A/B Testing FAQs 

    What is the main message of A/B Testing?

    The main message of A/B Testing is that data-driven experimentation is essential for making informed decisions and optimizing business outcomes.

    How long does it take to read A/B Testing?

    The reading time for A/B Testing varies, but it typically takes a few hours. The Blinkist summary can be read in around 15 minutes.

    Is A/B Testing a good book? Is it worth reading?

    A/B Testing is worth reading as it provides valuable insights and practical tips for conducting effective experiments and improving decision-making.

    Who is the author of A/B Testing?

    The authors of A/B Testing are Dan Siroker and Pete Koomen.

    What to read after A/B Testing?

    If you're wondering what to read next after A/B Testing, here are some recommendations we suggest:
    • You Should Test That! by Chris Goward
    • Uptime by Laura Mae Martin
    • The First Rule of Mastery by Michael Gervais
    • 12 Rules For Life by Jordan B. Peterson
    • The Art of Statistics by David Spiegelhalter
    • Practical Optimism by Sue Varma
    • Launch by Jeff Walker
    • Lean Analytics by Alistair Croll and Benjamin Yoskovitz
    • How Brands Grow by Byron Sharp
    • The Design of Everyday Things by Donald A. Norman