Split testing and experimentation should be a constant part of any company’s process. Even if you think a new design or feature will be great, actual results may say otherwise. Split testing puts real-life customer interactions at the center of your operation. It gives you important data about how people use your website. That information helps us to make important decisions. Decisions that will push more customers further through the conversion funnel for more sales and sign-ups.
Generally, you should always have some experiments running on your website. In fact, testing small changes can reveal the most useful results. Word choice, colors, and layout can have a huge influence on how customers perceive, and interact, with your digital product.
Data-based decision-making should be a habit. Don’t guess, let your visitors tell you what works (and what doesn’t). Remember: data beats opinions every time.