No no no no NO! "Each campaign is a roll of the dice. If it succeeds, great! But if it fails to meet expectations, then it becomes more wasted time during which the competition could gain an upper hand."
TransferWise has twice the valuation of WorldRemit even though they both started about the same time.
Could Worldremit have tested their way to a marketing strategy that made them competititve with TransferWise? We think so. But TransferWise figured it out, and when they did, they didn't let go.
Kinds of user tests include Explorative, Assessment and Comparative. The article discusses "Hallway Testing", "Remote Usability Testing", "Expert Reviews", "Paper Prototype Testing", and "Thinking Aloud".
When collecting data is so inexpensive and easy-to-do, we can no longer suffer old methods of becoming excellent at our jobs.
'A 2014 review of 88 previous studies found that "deliberate practice explained 26% of the variance in performance for games, 21% for music, 18% for sports, 4% for education, and less than 1% for professions. We conclude that deliberate practice is important, but not as important as has been argued." '
Even experienced research groups like Nielsen Norman can get testing wrong by adding too many variables. The author argues that too many variables changed in these tests
I've always argued that wireframes should come later in the web design process after copy and persuasive elements have been established.
Zakary Kinnaird argues there may be no good time for wireframes.
I can't test wireframes, esp. if they contain Lorem Ipsum copy. So wireframes lock in design elements before we even know what visitors prefer. Good comments as well.
When designing pages that are informational and persuasive, "visuial sugar" will often have a very meaningful negative effect on leads and sales. This is a great summary of what NOT to do on your landing pages and websites.