No matter how much you have worked to optimize your website, your work is never done. Why? Because seasons change. Campaigns change. Products change. That was the lesson from National Geographic Store Director for Merchandising and Marketing Jill Dvorak, who shared case studies from National Geographic’s website optimization campaigns at Shop.org’s Online Merchandising Workshop earlier this week.
The company started multi-variable site testing at the end of 2012 on several scenarios, from...