‘Five ways user insight improves A/B testing’ – ‘Econsultancy’ Blog
Lee Duddell says, “A/B Testing is more successful when it is driven by insight from users, but how should you go about incorporating it?
Over the past five years A/B (or MV) Testing has rapidly grown in popularity amongst digital professionals.
Access to affordable and easy to use tools backed up by robust mathematics has made it relatively straightforward to incrementally improve website performance through live content experimentation.
Today, the question is no longer whether or not to adopt tools like Optimizely or Maxymiser, but how to run an efficient and systemised programme that a) maximises conversions, b) has a positive ROI and c) avoids performance improvements plateauing after initial ‘low hanging fruit’ wins”.
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