January 7, 2019 By Nick Powell, Optimization Architect

To test, or not to test, that is the question:

Whether 'tis nobler in the mind to suffer

The friction and anxiety of outrageous experiences,

Or to optimize outright for the tide of users

And by promoting convert them. To shop—to purchase,

To Return; and by a session to say we end

The headache and the thousands of bounces

That confusion is heir to: 'tis a consummation

Devoutly to be wish'd of the consumer. To simplify, to present;

To provide, perchance to dream—ay, there's the rub:

For in that exit rate what competitors may come,

When we have shuffled off this poor landing page,

Must give us pause—absence of motivation

What makes time on site so short.

For who would bear the whips and scorns of popups,

Banner ads with no value, our proud consumers contumely,

The pangs of dispriz'd load times, the delay,

The anxiety of checkout, and the abandonment

That patient merit of th'unworthy shopping cart eyepath,

Never the marketer himself might his quietus make

With a simplistic experience? Who would fardels bear,

To grunt and sweat under a weary path to conversion,

But that the confusion of something en route to purchase,

The undiscover'd country, from whose bourn

No shopper returns, puzzles the purchase,

And makes us rather bear lower revenues we have

or fly to competitors that we know not of?

Thus inaction does make bad ecommerce of us all,

And the optimization of this experience

Quantitative by which consumers will reveal

And qualitative of great reach and merit

With this regard thy experience improvements abound

And testing commits the evolution of thy progression.

Knowledge breathes ultimate progression of conversion

And the improvement of the experience improves thy bottom line.

Indeed test, make use of knowledge, optimize thy experience.

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