1. What
   1. the practice of showing two variants of the same web page to different segments of visitors at the same time and comparing which variant drives more conversions
2. Why
   1. to expand your business by acquiring new customers and build relationships by catering to existing ones
   2. Solve Visitor Pain Points
   3. Get Better ROI from Existing Traffic
   4. Reduce Bounce Rate
   5. Make Low-risk Modifications
   6. Achieve Statistically Significant Improvements
   7. Profitably Redesign your Website
3. use tools
   1. calcs
      1. AB- testguide
         1. https://abtestguide.com/calc/
      2. GTM testing
         1. Google Tag Manager
         2. https://abtestguide.com/gtmtesting/
      3. Bayesian A/B-test Calculator
         1. https://abtestguide.com/bayesian/
      4. Optimizely
         1. https://www.optimizely.com/sample-size-calculator/
      5. PlodCalc
         1. https://prodcalc.app/?fbclid=IwAR23UeOp1zau_itFWUGxehyG_saTaLTykTppnDsaYgwTXMwp6o33LGAqmiw
      6. A/B Split & Multivariate Test Duration Calculator
         1. https://vwo.com/tools/ab-test-duration-calculator/
4. How to use
   1. Research
      1. How the website is currently performing
      2. use Heatmap tools
      3. quantitative and qualitative research
   2. Observe and Formulate Hypothesis
   3. Create Variations
   4. Run Test
      1. Split URL Testing
         1. How
            1. Split URL Testing is testing multiple versions of your webpage hosted on different URLs
            2. to compare two versions of a product
            3. to find out how changes in your product have affected its use: to compare the key product metrics for each version
         2. Strategy
            1. Setting up pages for the Split URL test
            2. Adding conversion goals and estimating test duration
            3. Finalizing the test Previewing and starting the test
            4. Previewing and starting the test
      2. Multivariate Testing (MVT)
         1. changes are made to multiple sections of a webpage, and variations are created for all the possible combinations
      3. Multipage Testing
         1. to test changes to particular elements across multiple pages
   5. Result Analysis and Deployment
5. Mistakes
   1. Not Planning your Optimization Roadmap
      1. Invalid hypothesis
   2. Testing too Many Elements Together
   3. Ignoring Statistical Significance
   4. Using Unbalanced Traffic
   5. Testing for Incorrect Duration
   6. Failing to Follow an Iterative Process
   7. Using the Wrong Tools
6. CI-process
   1. Measure
   2. Prioritize
      1. CIE Prioritization Framework
         1. Confidence
         2. Importance
         3. Ease
   3. A/B test
   4. Repeat
7. Sources
   1. https://vc.ru/flood/6371-ab-errors
   2. https://vwo.com/ab-testing/
   3. https://blog.hubspot.com/marketing/how-to-do-a-b-testing
   4. https://www.crazyegg.com/blog/ab-testing/
8. when significant design changes are necessary