Experimentation, constant adjustment, and continuous improvement are key aspects of growth-driven design (GDD) websites, an essential part of an inbound growth strategy.
Once a website is launched, you commit to putting new ideas to the test, measuring outcomes, and optimizing web pages as you grow the site and learn about what delights your customers and prospects. That’s what conversion rate optimization (CRO) is all about.
A/B testing has long been used as a research tool to measure and compare response to content and design differences. It’s useful and informative, but any binary tool has its limitations.
Multi-armed bandit testing, or adaptive testing, allows you to compare the performance of more than just one change to a page to understand what elements have the greatest effect on website conversion optimization.
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