A/B Testing the Untestable in Checkout

by Linda Bustos
92% of merchants participating in the e-tailing group’s 16th Annual Merchant Survey ranked A/B, multi-variate or other usability testing as most or somewhat important merchandising tactic for customer retention (second only to web analytics). While testing the small stuff like button color, headline copy, can get reasonable lift, often the most impressive gains come from bigge ...Read the full article