How to Do A/B Testing:

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The Complete A/B Testing Kit is a free guide to A/B testing, you can download it after registration.

15 Steps for the Perfect Split Test is a comprehensive checklist of what to do before, during, and after an A/B test.

A/B testing of a website or landing page — a step-by-step guide to launching an experiment through Google Optimize from TILDA EDUCATION.

How to Increase Sales with A/B Testing (Includes Examples) — an article that shows, japan email list using cases, how to increase sales using A/B testing.

How to make a billion - a speech by Head of Product Marketing at Skyeng Denis Pushkin, in which he talks about how to choose product hypotheses, test them and correctly calculate the results of experiments.

The best experiment in Booking.com history is a post on the channel of the article's co-author, and this experiment is not an A/B test at all.

Let's sum it up
A/B testing allows teams to quickly test multiple hypotheses and continuously evolve an online product. In real life, more resources are needed to test which solution is best for the business.