Nothing is worse than expensive purchased website visitors who are not able to find their way through the checkout process or abandon within it. To optimize web pages AB-Tests or MVT are established testing methods and are considered as the „Holy Grail“ of conversion optimization. Hypothesis are created always with the goal of a better „Conversion“ or more „Engagement“ in mind. Ultimately, the success of the re-positioning of a button, a different head line or a complete re-design of a landing page will be based on quantitative data. But how often does the promise of sales and the real use of the method not match?! Everybody who tested on their own already knows that good optimization strategies are only successful if you combine multiple testing methods. If you want to be one step ahead and develop real user-oriented hypothesis you won`t be able to pass qualitative analysis methods. Only the real user behavior gives you information how your website is perceived by the user and what your users really experience
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