Conversion Optimization

The 11 Best A/B Testing Tools in 2025

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A/B testing (i.e. running a controlled experiment, normally in a digital environment like a website or an application) is prevalent nowadays. All of the biggest tech companies you know – Microsoft, Netflix, Booking.com, Google – run thousands of experiments per year. Now it’s weird if you don’t run A/B tests. There are dozens of tools … Read more

What is A/B Testing? An Advanced Guide + 29 Guidelines

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A/B testing (aka split testing or online controlled experiments) is hard. It’s sometimes billed as a magic tool that spits out a decisive answer. It’s not. It’s a randomized controlled trial, albeit online and with website visitors or users, and it’s reliant upon proper statistical practices. At the same time, I don’t think we should … Read more

Growth Models

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How do you model and predict growth (and growth opportunities)? There’s all this talk about “growth models” and “growth modeling” but not much talk about how to build them and get value from them. As with many things, it’s easy to see why they’re important, but hard to put them into action. This post covers … Read more

How to Capture Email Leads (using Journalism’s 5 W’s technique)

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Capturing email leads is one of the primary goals of most content marketing programs. The money’s in the list, you get a million dollars back for every dollar you invest in email marketing, yada yada yada all the cherry picked statistics. Anyway, you know it’s important or you wouldn’t have found your way here. The … Read more