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Web Analytics: An Hour a Day by Avinash Kaushik

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Chapter 10. Month 5: Website Experimentation and Testing—Shifting the Power to Customers and Achieving Significant Outcomes

We have discussed the limitations of understanding customer intent simply from their clicks and the sheer diversity of reasons why customers come to our websites.

The practical manifestations of these two problems is that it is significantly more difficult to find actionable insights and it is even harder to find actionable insights that affect your bottom line. (The bottom line is not just revenue; it can be improved customer satisfaction, lowered customer service costs, or simply an inferred benefit to your company brand.)

The essence of customer centricity is to focus on helping your customers solve their problems (instead ...

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