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While good user experience professionals may be able to 'guess' the best UX solution 60 to 70% of the time, it's not substitute for testing, according to Belron's eBusiness Manager Craig Sullivan.
In a nutshell, decisions on design and creative should be based on cold hard facts and consumer behaviour...
Craig will be speaking at JUMP 2012 on Conversion rate optimisation across channels. JUMP takes place at Old Billingsgate, London on October 10.