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Start with A/B testing. In my experience, starting simple will ensure that you will 

get of the gates fast and be able to start the critical process of cultural shift with 

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Chapter 12  Digital business service implementation and optimisation

easily understandable experiments. Then you can move to the 1.8 billion combina-

tion page test.

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For the highest impact, try dramatic differences in your test versions. Trying 

shades of blue might sound interesting but the test might take a very, very long time 

to provide you with statistically significant differences. But trying a page with only 

text and one with text and images might get you on the path to understanding your 

customers faster.