It’s always interesting to see what ideas a web giant like Amazon is evaluating, particularly when the change is more than just a subtle adjustment. At present they’re trying out a very different home page. One thing Amazon does that is super-smart is split test. They don’t rely on the vague irrelevancies of what customers tell them in market research to decide whether a change is worth making: they send customers to the new look at random and check to see what the impact is on behaviour (and particularly on conversion). This means the evaluation isn’t done as an artificial conscious exercise, people don’t know they’re taking part in research: as a result the unconscious drivers of consumer actions are still ‘in-play’ and the artificial influence that comes from asking questions isn’t an issue. From this perspective it doesn’t really matter what I or anyone else thinks when they evaluate […]
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