A/B testing

Important pages should be tested

If you spend a lot of money to generate traffic, it's wise to also invest in improving the quality and conversion of that traffic. In fact, if you don't test important pages on your website, you're going backwards. And if you do test, you also understand better than your competition what works and what doesn't.

Intuition is often a poor counsellor

Often changes are made to Web sites because someone just shouts something. Something of that he thinks it can be done better. But whether it will turn out better is usually not checked. And intuition or impulsiveness turns out to be a bad advisor in hindsight.