Tell me more ×  It seems like in a business-driven organization
(i.e. where the sales and marketing team has a bigger say) that
offer software products or services, A/B testing is used as a
way to improve and measure 'UX'. I have looked at many of the
websites that offer this service and more often than not they
simply reveal practices that seem contrary to good user
interface design practices, and therefore changes to the design
appear to provide the boost in conversion rate. On the other
hand, there is a school of thought that failing quickly so you
can make changes seem to make sense in an 'AGILE' software
development environment.  I believe that A/B and multi-variate
testing as it stands covers only a small part of the UX design,
and that there is too much weight given to the conversion
process. However, it seems that many companies prefer to do this
type of evaluation compared to a proper study of users and a
user-centric approach to product development.  What are the
parts of UX design that can be incor