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Chapter 6. Designing Intuitive Online Cu... > Integrating Research Results

Integrating Research Results

Stand-alone research results come from inspection methods or from user testing. Each gives you information, but it is the integration that will optimize your website for sales and customer experience. Convergence of research data gives you a comprehensive list of issues that you can prioritize for improvements or to make trade-offs. Properly interpreting testing sessions and scorecards will influence the next wave and versions because this is an iterative process.

Also, adding a retail shopping test version adds insight into the current customer experience that can be considered in the evolution of e-commerce websites. Because testing is iterative, other measures such as sales data can give instant feedback on whether or not implementations are working.


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