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about using techniques like AB or multivariate testing. How would you advise a 

small business owner to set out on this journey?

Avinash Kaushik, Google:

 This might surprise you, but I am seeing a lot more traction 

in using optimisation techniques with smaller companies than with larger companies. 

There are a couple of interesting reasons:

1 

A/B or MVT is now free with tools like Google Website Optimizer, so you can dis-

pense with RFPs and all that ‘stuff’ and just go try the tool.

2 

Smaller companies are much more willing to try new things and have less politics 

and entrenched opinions (and HiPPO’s) that are hard to overcome.

This is of course a tad bit sad because given the traffic and the sheer opportunities it 

really is a crime for larger companies to leave so much more revenue on the table, or the 

chance to optimise the customer experience which will improve loyalty and satisfaction.

My recommendations for any company are perhaps similar: