Saylor URL: http://www.saylor.org/books Saylor.org
marketers should let these numbers make the decisions. Never assume the outcome—wait for the
numbers to inform you.
KEY TAKEAWAYS
- Data can be analyzed to infer user behavior and intent, outcomes achieved, and user experience. Testing
to optimize user experience can demonstrate ways to influence user behavior so that more successful
outcomes are achieved. - Testing can be performed via the following:
o Listening labs
o A/B split testing
o Multivariate testing
o One-page analytics - Segmenting the audience allows for analysis and optimizing for specific groups of users.
EXERCISE
- Why should changes be tested with a small number of Web visitors before being rolled out?
[1] Avinash Kaushik, Web Analytics: An Hour a Day (Hoboken, NJ: Wiley, 2007), 15–19.
[2] Steve Krug, Don’t Make Me Think! A Common Sense Approach to Web Usability, 2nd ed. (Berkeley, CA: New
Riders, 2005).