Website Optimisation
Web optimisation allows you to short circuit endless web design meetings. Trying to decide on which design will increase sales and the Hippo (highest paid person in the room) is putting on maximum pressure for their favourite design. Do they have any evidence to support their management hunch? Why not let your users decide.
Web optimisation is more like a philosophy than a technique. Its the process of continuously A/B or multivariate testing different site design variations. As Bryan Eisenberg says "the golden rule is that the ones with the gold rule". And your customers have the gold in the form of sales. Free tools such as Google Website Optimizer can rotate site design variations and tell you which design variation is most effective at creating conversions.