John Zimmatore — Tue, 10 Feb 2009 19:17:22 GMT

Very good article. I’ve successfully used WTA in conjunction with multivariate platform testing to demonstrate how planned user experience changes affected site conversion (two-different page designs, current vs. new delivered randomly). The “why” came from a priori hypotheses about design and the effects on user behavior. WTA and multivariate testing were used to prove the hypotheses correct. The only time I didn’t know “why” was if the hypotheses didn’t pan out in testing. WTA is not going to provide that for you. That’s what you bring to the table.

Boxes and Arrows: Comments by John Zimmatore