Many startups concentrate on their UX efforts through (hopefully) running a series of targeted A/B tests to move beyond the "what" metrics to figuring our "why". Very few use comparative data sets during this period and even less figure out that these A/B test methods are long and ineffective. Thew new method emerging by the companies that get it is one of automated testing or simply using their current data and user interactions to build their UX. A great example is the Huffington Post, which does a form of crowd-sourced A/B testing in real-time to determine how their users want to receive headlines. There are more and more code libraries for integrating this method into your core product such as phpab and A/Bingo.

1. Using Your Data To Find A Better Web
Seriously.
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2. George Ortiz
Engineer + Entrepreneur
Salt Lake City, Utah
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3. "Information is powerful."
- Zack Matere, Kenyan Farmer
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4. "Information is powerful."
"But it is how we use it that will define us."
- Zack Matere, Kenyan Farmer
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5. Click Stream Data
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6. "Most people use statistics the way a
drunk uses a lamp post, more for
support than illumination."
- Mark Twain
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7. WHAT
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8. WHY
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9. It’s important to know what people did,
it’s more important to know why.
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10. Feedback
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11. Future Insights Live 2012 #FILive @grgortiz

12. Outcome Based Metrics
conversions
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13. Engaging - Tending to draw favorable attention or interest.
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14. A/B Testing
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15. Future Insights Live 2012 #FILive @grgortiz

16. Future Insights Live 2012 #FILive @grgortiz

17. Agility
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18. Relevance
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19. Companies that are happy with their
conversion rates do, on average,
40%
more test than those that are unhappy.
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20. 72%
test Call to Action buttons.
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21. Future Insights Live 2012 #FILive @grgortiz

22. HuffPo System
crowd-sourced A/B testing
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23. Comparative Analytics
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25. Automated Learning
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26. A/Bingo is a Ruby on Rails A/B testing
framework written as a plugin.
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27. Future Insights Live 2012 #FILive @grgortiz

28. Future Insights Live 2012 #FILive @grgortiz

29. Using Your Data To Find A Better Web
Seriously.
Future Insights Live 2012 #FILive @grgortiz