“Test! Test! Test!” We’ve all heard this advice for building a better website. Testing is the heart of creating a
culture of growth ― a culture where everyone on your team is ready to gather and act on data to make the
customer experience better day by day.
But how do you run a good test? Is it just a matter of finding something you’re not sure about and switching
it around, like changing a blue “Buy now” button for a red one? It depends: Did you decide to test that
button based on analytics, or was it a wild guess?