It’s easy to assume we know the best way to do things. We can look at historical data, factor in gut feelings and think we have the right answer.

On the other hand, if we truly want to know what works and what doesn’t work, we need to do proper testing.

Using a web site as an example, it’s easy to do a/b testing to see if A is better than or worse than B. If we are wanting to look at pricing, we can show some at price A and some at price B and see which results in more profit (keep in mind, it’s not about sales or views but in the long run it’s about profit). We can determine whether red or blue results in more sales. We can determine whether one design or another results in more sales. It takes time and patience (because we can only test one thing at a time, in most cases) but with proper testing, we can make better decisions.

Or, we can just keep guessing

Have a great day!


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