The ability to see your website through the eyes of your visitors is critical to building an online experience that both delights and performs well against your company’s KPIs. However, the phenomenon of ‘return visitor bias’ makes it nearly impossible to look at your site with fresh eyes. Inevitably, it becomes increasingly difficult to identify the friction points that cause visitors to land on the wrong page or, worse yet, leave your site altogether. These slides will cover how to overcome ‘return visitor bias’ and find opportunities to test for big wins in your optimization program.