One really important part of your website you're probably forgetting to optimize - Casandra Campbell
Casandra Campbell, Testing and Experimentation Lead at Shopify, explains the importance of optimizing your website information architecture (IA) to improve conversion rates and user experience.
What Cassandra covers:
The importance of IA optimization
Data collection tools to help you formulate hypotheses for IA tests
Why a broad-to-narrow test plan will help you optimize IA
Different approaches to IA organization and optimization
