Through rigorous A/B testing—a common online experimentation protocol in which half the visitors see option A when they visit a site while the other half see option B—lingerie company Adore Me found that having models pose with a hand in their hair instead of on their hip could double sales for some items. Instead of spending weeks, days, or even hours having experts analyze and debate a proposed change, it’s usually faster and more accurate to simply test the options online. Often the results will be surprising.
