Design & Stuff

Website optimization teams are more effective when UX Consultants and AB/Multivariate Testing experts work closely together.

Why is the relationship so important?

There are few who would dispute the importance of testing new website optimization ideas (hypotheses) in a live environment, with real users, using tools such as A/B testing software, before final implementation on your website. But the optimization ideas need to come from somewhere.

And who is better qualified and has a better understanding of user behaviour than a User Experience or Usability consultant?

Hundreds of hours spent watching and listening to users, sharing their pain and delight during website interaction, naturally results in a good understanding of what makes users tick. And as optimizing a website is all about influencing the behaviour of users in line with business objectives, their role in the orchestration of test experiments is really important.