With the idea of “letting the customer drive” in mind, One To One has recently witnessed some amazing long-term potential for our clients in the form of testing of new, dynamic content on landing pages and deeper areas of a site, all through an approach which includes but isn’t limited to the analytic methods commonly referred to as “A/B/N”, and multivariate testing, AKA “MVT”. The process here is simple in concept but vastly more complex in execution: clearly define the objectives of each page, free your designers to come up with the most interesting, varied page designs they can, then use MVT testing to take the winning versions even further.