6. On Ideas

Data-driven ideas

You’ll probably have many data sources in your business: qualitative and quantitative, online, and maybe even offline.

But having access to data is only half the story. The real challenge and opportunity is how you interpret that data into actionable insights for your optimization efforts. Let’s look more closely at a few of the best data sources for drawing out good experiment ideas.


No change is too small in the right context, in the right place in your customer journey, and for the right buying mentality of your customer. You may be beguiled by the idea of a major redesign, but don’t rule out subtle nudges that can have a noticeable impact.

Some elements on your website will have more influence than ...

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