In this episode of From A to B, Shiva and Els "Bells" Aerts explore the balance between conducting research and running A/B tests in optimization efforts. Not everything SHOULD be tested, and in fact, research can play a critical role in companies trying to improve on their site optimization when testing isn't available, due to cost, or traffic volume. Finally, they discuss in this weeks "Shit You Need to Know" section... usability testing with older adults, emphasizing the importance of accessibility and consideration for various user demographics in optimization strategies. (00:00) Episode Start(03:40) The Role of Research in A/B Testing(07:13) The Importance of Understanding Your Audience(12:38) The Role of Stakeholders in Testing(24:23) Shit You Need to Know (Nielsen Norman Group) Go find Els here: https://www.linkedin.com/in/elsaertsuserresearch/ This weeks "shit you need to know" comes courtesy of the Nielsen Norman Group - check out the link to their post here: https://tinyurl.com/FromAtoB-NN