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The process of optimizing a website begins with research, the aim of which is to discover problems and issues on the site. However, not every issue is equally important.
While the process of iterative (A/B and multivariate) testing is the best method to follow for long term, repeatable results in conversion optimization, it has one limitation. After testing every part of the website, you will inevitably reach the point where there is no way to further optimize your site. Which means it’s time to step out of iterative testing and try innovative testing.