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.