He mentions this at the end as his next article. But it should be in this list as a must do.
A problem with marketing is often peoples opinion of there skill out-weighs the reality. And you will have an influential person like a senior exec trying to add things to pages or do their own messaging. With A/B testing this is fine, you make a few versions of the page and then the results give answer. It really forces people to back their opinion and not just throw it out there. And shuts up those people that are consistently wrong. All while being much less personal than duking it out over opinions that can create friction.... yes it is essential.
A problem with marketing is often peoples opinion of there skill out-weighs the reality. And you will have an influential person like a senior exec trying to add things to pages or do their own messaging. With A/B testing this is fine, you make a few versions of the page and then the results give answer. It really forces people to back their opinion and not just throw it out there. And shuts up those people that are consistently wrong. All while being much less personal than duking it out over opinions that can create friction.... yes it is essential.