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Actionable Web Analytics: Using Data To Make Smart Business Decisions by Jim Sterne, Shane Atchison, Jason Burby

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Chapter 11. Moving from Analysis to Site Optimization

By this point, you’ve gone through the difficulty of setting up your analytics tool and collecting and analyzing data. You’ve managed to identify some opportunities, and you’ve prioritized them according to their potential impact on your company’s bottom line.

Testing and site optimization are where the rubber meets the road in web analytics. Throughout this chapter, we’ll describe the different ways you can act on data to improve your site performance. We’ll also explain how to create an effective test, how to evaluate the results, and how to build the right team.

Chapter Contents

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