Every UX-designer says "You must use A/B testing!". But do you know somebody who really does it on the day-to-day basis? I'm happy for you if you do :) I didn't realise the true value of A/B testing until started to work at Nautal
– marketplace with a volatile conversion rate that changing a lot depending on the season, region and even weather.
Any business, related to sport, tourism or any outdoor activities can feel this instability. Say, in our nautical sector the highest conversion is in summer. In September it is starting to go down. An average check behaves the opposite way as well as a decision-making time. In winter it takes days or even weeks for people to decide on the deal but in summer they need a boat right away. A percentage of mobile and desktop users also varies depending on the season.
And the weather – oh yes, the weather is a pain.