Change everything. Really…

Google announced a new multivariate testing tool the other day, allowing marketers to test different
copy, graphics, layout, what-have-you on their landing pages. For free. Amazing. While ignoring, for a minute, the obvious questions as to how willing we are to provide Google this much information about our businesses – I doubt Yahoo will use it – the biggest barrier to this kind of information – high cost – is now gone. Why wouldn’t you use it?