A good value proposition is key to driving users towards confidence and action, but there is a big difference between propositions that work and ones that don’t. See what it takes to sell.
Before you can master A/B testing, you need to be able to interpret the results. Get an introduction to statistical significance and things to watch, such as confounding variables, regressions, and test duration.
A/B testing helps adapt your site using the behavior of your audience. Many resources provide lists of ideas to tests, but Nick gives 30 great tactics with psychological reasoning and examples that push you to experiment it on your own UX.