Series: Graphic Design & Visual Communication Courses
Paperback: 312 pages
Publisher: Adobe Press; 1 edition (April 4, 2014)
Product Dimensions: 7.4 x 0.6 x 9.2 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review: 5.0 out of 5 stars See all reviews (12 customer reviews)
Best Sellers Rank: #688,086 in Books (See Top 100 in Books) #38 in Books > Computers & Technology > Web Development & Design > Website Analytics #320 in Books > Computers & Technology > Graphics & Design > Desktop Publishing #1036 in Books > Business & Money > Marketing & Sales > Marketing > Web Marketing
I really don't buy a lot of books, but I know the author is a smart guy, so I did buy this one. The text was easy to read. There were a ton of useful screenshots and tables that made the examples very real. I liked having a complete view of A/B testing. Really, it's much more than A/B testing, and gives a path from startupland to running an enterprise design team. There are 20 real-life business cases at the end, mostly for large companies, with the kind of details I've found hard to get any other way. Overall, this book has paid for itself in terms of our increased conversions.
I bought this book to get some additional background for a project I'm working on. I kinda skipped over Chapters 1 and 2 since I already had a lot of that knowledge and went straight to Chapter 3. I found chapters 3, 4, and 7 (the visual business cases) to be extremely useful.In chapter 3, Krypel lays out the optimization roadmap and each step really clearly in a digestible way. I think a lot of people underestimate how important it is to have a clear plan of attack and a clear methodology for how to go about optimizing your website. When you read this chapter, you will be receiving what I believe is the clearest description of how to go about it that I've ever read (and I've taken classes in human-computer interaction and user experience design).Then he goes on to show specific business cases where the optimization plan was put into action. Seeing those business cases really drove home the validity of Krypel's work and also helped me to see how to implement his methodology.I'd recommend this book highly for businesses and consultancies alike. If you're not testing, you're not besting!
Half the book is literally case studies, showcasing in detail how different companies used the Iterative Optimization Methodology to improve their web presence. But that's not a bad thing. In a day's worth of reading, this book gets you up and running in no time, and ready to test different parts of your website, armed with new knowledge that will benefit both you and your users.
As a first approach to this field of study, Refining design for business is the "go to" book. Well written and filled with practical examples, it has a very strong hands on approach that led me to consider it as a recipes book. Read carefully and follow the instructions: you should minimize any misfortunes and end up with a success.As a beginner, I found very important to rely on a work where both experiences from the author and interviews given by successful project managers gave meaningful insights (All gathered in the third part under section "Visual Business Cases").While you are given general points to be considered, you are also provided with pieces of advice that relate to details that you could only learn with practice (e.g: hiring for optimization, online design is not Fine Art, roadmap...).I would definitely advise anyone willing to increase revenue generated by their on-line presence to read very carefully this book: it is a must!
I bought this book looking for a basic overview of the field - I don't currently practice A/B testing, and so I was attracted to the case studies. I was surprised by the wide range of topics covered. The author describes the technical nuts and bolts of A/B testing but also includes concrete advice about how to build and manage an analytics team as well as how to communicate results to stakeholders within a large organization. Overall, this book was both more far-reaching and more detailed than I expected, and I'm sure I'll reread it when I have the opportunity to use A/B testing in the future.
Michael Krypel illustrates an effective optimization methodology that will help any business grow their digital marketing KPIs. The book was extremely well researched and has a wide range of valuable customer case studies and overviews. A must read for any one in the field of digital marketing.
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