A large opportunity for improvement exists in the realm of optimization. Most marketers optimize their websites and campaigns on pure intuition alone and this approach is problematic.
For instance, if you merely change the color of a button or the position of a lead capture box on a landing page, the results you will get are quite limited.
A/B testing can be so much more. It can help us tap into our customer’s emotional needs, goals and help us build a better customer journey that will grow our business. In order to do this you have to test differently. Instead of testing elements, you need to start testing concepts using behavioural and emotional methodologies.