As the saying goes, the customer is always right, which is why marketers spend significant amounts of time and money investigating, through user groups and forums, what it is their customers want. But for the online retailer, whose business success relies on correctly displayed content, understanding what the customer wants is often made more challenging when their actual online behaviour contradicts what they might say in a focus group.

That’s why multivariate testing becomes such a vital tool in the optimisation of websites, removing the guesswork! But without strategic use, the impact will only ever be short-lived. Read more on A web optimisation strategy should be for life, not just for Christmas…