Understanding the "why" behind the "what."
It's not hard to get quantitative analytics on a digital experience. Most of the time, you just hook Google Analytics up and let it run. What's missing behind the numbers, though, is the "why." When you see problems, why are they happening? What's leading to this behavior? Where are people getting hung up? Testing is your window into the nuances of human behavior that can make or break an experience. And when you know what's happening and why, you can fix it.