A01 chaf6542 06 se fm indd

Web Analytics Demystified (

www.webanalyticsdemystified.com

) Analyst Eric Peterson 

on web analytics.

Web Analytics Association (

www.webanalyticsassociation.org

) The trade association site 

has definitions and advice.

Content management

Gerry McGovern New Thinking (

www.gerrymcgovern.com

)  Resources  about   user-  centric 

content management.

ReadWriteWeb (

www.readwriteweb.com

) Site focussing on trends and developments in 

content management, web applications and social media.

Web links

M12_CHAF6542_06_SE_C12.indd   649

7/22/14   1:41 AM

---

A

AB testing 

A/B or AB testing refers to testing two 

different versions of a page or a page element such 

as a heading, image or button for effectiveness. The 

alternatives are served alternately with the visitors to the 

page randomly split between the two pages. Changes in 

visitor behaviour can then be compared using different 

metrics such as clickthrough rate on page elements like 

buttons or images or  macro-  conversion rates, such as 

conversion to sale or  sign-  up.