AB testing or split testing is a crucial technique for ensuring that your initiatives, features and products are in line with customer’s voice and get best ROI for the team’s efforts. It is not just about increasing the conversions but a way to hear the silent customer’s 'needs' and 'wants' in a scientific manner.There are very few books on this subject and most of them focus on the methodology – Tools, What, How and Why. So, we take you a step further in this book and discuss practical insights and common mistakes which we do while conducting A/B experiments – Impact and Mitigation. Perfect companion for lean startups to learn what customers really want. About the Author Divakar Gupta has more than a decade of experience in Product Management across various industries like travel, e-commerce, media, education and telecom. He has compiled this book drawing from his experiences in the industry.