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Analytics Update: To Test or Not to Test

Rebecca Visconti  |  May 08, 2014

Making the decision to A/B test your website

If you've ever had the pleasure of sitting in a website design meeting, you may have noticed that often times, there are conflicting opinions on everything from content, to navigation, to the color and size of buttons. 

So how do you decide whose opinion wins? Is it the designer with the latest knowledge from industry trends and standards? Is it the developer who knows which route would be the most efficient to build? 

Often times, it comes down to whoever is paying the bill. 

But what's the best way to decide the direction to go on key areas of your site?

AB Test

At Vertical Nerve, we are firm believers in the motto: When in doubt, test it. 

There are a ton of tools on the market these days that allow you to make key decisions about your site based on actual user data instead of who has the loudest opinion at the latest status meeting. 

The great thing about testing is that it's not about who's right and who's wrong, but what's right for YOUR site. What worked on 10 other sites, may not work for your product or service and that's ok. Go with the option that has the best reaction from your users.

To test how your gut reaction measures up, you can visit this site ( and see if you can guess the results of an actual A/B test (they post new ones each week). 

If you decide to take the plunge into A/B testing or just want to pick our brains about it, feel free to reach out to us anytime.

Technical Knock-out

Our very own Tyson Kirksey recently wrote a blog about integrating Optimizely using Google Tag Manager. 

In this blog, he walks you through how to get the appropriate code from Optimizely and what type of tags you'll want to use within Google Tag Manager to fire it as accurately as possible. 

He also walks through how to integrate your experiment name and variation into your Google Analytics for ease of reporting. 

To learn more, check it out here.


Rebecca Visconti

Rebecca Visconti

VP, Client Strategy

Rebecca has been working in the digital analytics industry since 2007 and joined Vertical Nerve’s Analytics team in 2013. She is a self-proclaimed tool agnostic analytics practitioner and consultant, specializing in Google Analytics, IBM Digital Analytics, Google Tag Manager, and Tealium. She is also an adjunct professor at UT Dallas and a teacher in the SMU Continuing Education department and was a founding steering committee member and co-chair of the Dallas chapter of the Digital Analytics Association. Rebecca holds a BA from the University of North Texas and an MBA from the University of Texas at Dallas with an emphasis in Management Information Systems.

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