Lessons Learned Testing and Optimization Tales from the Field Max van der Heijden is a user experience and conversion specialist at Google who works with companies across Europe, the Middle East, and Africa. Max shares his thoughts about how companies can build a culture of growth and experimentation. How many times have you launched new features or page designs on your website without testing first? In an ideal world, companies should test everything before rolling out site changes. But some websites have too little traffic to generate credible results from experiments, and some bugs should just be fixed if they prevent users from achieving their goal. At the very least, analyze your analytics data and use qualitative methods such as user tests and surveys to validate any improvement ideas you have before implementing. If you have the traffic volume: Test! I�m part of a team at Google that works with advertisers to identify opportunities for improving website user experiences through...