By Jaan-Matti Lillevälja

http://conversionxl.com/how-to-build-a-strong-ab-testing-plan-that-gets-results/

Key Takeaways

• Make sure you are getting actionable data from Google Analytics – To make use of data, you need to have goals first. Define your target metrics.
• Use qualitative surveys – Besides knowing what is going on, you also need to know why.
• Segment – It’s the only way to get information that is actually valuable.
• Prioritize – Test pages with higher potential first.
• Form a hypothesis – A/B testing has to start from a clearly defined hypothesis.
• Statistical relevance – Never stop split testing before reaching a significance percentage of at least 95%.
• Never stop testing – No matter how well your landing pages or e-mails may be doing, they can always do better.
• A/B testing is part of a conversion rate optimization framework – Pick a framework and work on it constantly to maximize your site’s potential.

Other useful links;

https://vwo.com/ab-testing/
http://conversionxl.com/12-ab-split-testing-mistakes-i-see-businesses-make-all-the-time/