Arts organizations expend lots of money and effort to get users to their website. Often this includes A/B testing of email copy, display, and search ads. But few dedicate any effort to testing their website or making significant changes to it beyond the periodic full site redesign. Small changes, in fact, can dramatically increase conversions, and can be conducted at a pace that won’t cripple an arts organization. Testing enables you to experiment, learn, and create optimized digital experiences with minimal technical resources so that your site is evolving over time to maintain and improve its performance. In this session, Capacity Interactive’s Sr Director of Analytics will present how an alternate approach to infrequent radical changes – frequent small changes – can optimize your website’s conversion rate and yield dramatic results to the performance of your digital marketing initiatives.