I work at a large company that has a nasty habit of just completely redesign a page from scratch and then a/b test the old page vs the new page.
I'm trying to move us towards a more incremental and hypothesis focused optimization roadmap, however my word & explanation has a ceiling to how far I can take us.
I was wondering if anyone out there had links to some good white papers or blog posts from a trusted name that I could share with my partners?
Thank you for your help,
Thank you for the thought out response, this is very helpful.