Usability and AB/Multivariate Testing – a special relationship

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There are few who would dispute the importance of testing new website optimisation ideas (hypotheses) in a live environment with real users using tools such as AB/Multivariate Testing software, before final implementation on the website.

But the optimisation ideas have to come from somewhere, and who is better qualified and has a greater understanding of user behaviour than the User Experience or Usability consultant?

“The disciplines are totally complimentary when the individuals from either camp except the limitations of their own tools and learn to recognise the strengths of the others.”
— Chris Gibbins of Red Eye International Ltd

Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together.

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