Introduction Ideas for new site features can originate from many different places. Perhaps you saw something on a competitor’s site or read a case study about how new feature XYZ boosted conversion by 50%. Your immediate thought was, “Wow, that’s a great idea. We should do it too!” so you went ahead and implemented that new feature without testing it. It worked for them; it should work for you too, right? Well, maybe not. Every site is unique with their own design, interface, demographic, etc. W...