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One really important part of your website you're probably forgetting to optimize - Casandra Campbell

Casandra Campbell, Testing and Experimentation Lead at Shopify, explains the importance of optimizing your website information architecture (IA) to improve conversion rates and user experience.

What Cassandra covers:

  • The importance of IA optimization

  • Data collection tools to help you formulate hypotheses for IA tests

  • Why a broad-to-narrow test plan will help you optimize IA

  • Different approaches to IA organization and optimization