A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
A good overall discussion of A/B testing. More strategic than tactical – this is a book to convince executives to try experimentation, not for marketers to apply it.
(Disclaimer: it was written by the founder of Optimizely, which is sort of the company I work for now. We acquired them, then took their name.)
There’s an extended example of Obama’s 2008 captain, which was apparently where Optimizely got its start. The numbers are pretty crazy – tens of millions of dollars of fundraising happened because of A/B testing.