Welcome back to Conversion Rate Optimism, Jeff Blettner, a web designer and conversion optimization specialist at Formstack. Having just completed a complete redesign of formstack.com, Jeff spoke with me about the role AB testing tools played in the process.
Optimizely: How big of a role did A/B testing – actually doing it, or knowing you were going to do it – play in this redesign for Formstack?
Jeff: Very large role. Everyone has an opinion on what a website should say or include, and sometimes those strong opinions lead to disagreements in planning or design. When we reached those spots, resolution was a lot easier when we knew that post-launch, we could A/B test our different hypotheses to see what is the better approach.