New GPS for web design, tells you how to build your site

A question I frequently get from companies that are new to testing and optimization is... "What is the difference between your company and a web analytics vendor?"

The answer is rather simple, and here is my favorite metaphor. Web Analytics is like looking in your rearview mirror for the turn or business you just missed. It's all about what has already happened.

Multivariate testing (MVT) is like having a GPS for your website. A GPS tells you the optimal way to get to your destination, where to turn, and how long it will take. MVT similarly will tell you the best way to build your site to get the most sales the fastest.

The question you must ask yourself: Does your business run by looking in the rearview mirror? Are you reactive or proactive?