No matter what tool you use, an A/B testing strategy requires a flow of test ideas to keep the cycle of continuous improvement going. That sounds great, but how do you come up with test ideas that matter? Melanie reveals how to use your available quantitative and qualitative data to find opportunities for experimentation. Learn how to use web analytics, user surveys, heatmaps, user recordings, and heuristics for test ideas that lead to more successful user experiences.