Everyone agrees that continuous testing is required to make sure that a Web site is performing up to its highest potential. Smart Web operators want to live in a state of almost perpetual tweak, rearranging elements on their home page, revising text, swapping out images and re-cutting their sizes, or even just changing the color of buttons to make them more visible or inviting.
But whether A/B testing or multivariate, that kind of ongoing evolution can play hob with a site
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