Ecommerce merchants strive to increase the number of visitors to their sites that actually purchase products. Increasing those conversions frequently requires experimenting with new approaches. Merchants can test which of these experiments increase sales, and which do not. The testing can be automated, sophisticated — and it produces results. To explain multi-variable ecommerce testing to us, we are joined by Mark Simpson, the founder and president of Maxymiser, a testing, personalization and conversion-optimization firm. He speaks with Practical eCommerce’s Kerry Murdock.