Should You Put Your UX, Optimization & Analytics Teams Under One Department?

Posted by Tracy Parks on June 14, 2017

Short answer: Yes!

 Though wonderfully short and to the point as that answer is, let me elaborate on why this is so important for your website’s (and company’s) success:

 Business man pointing the text User Experience.jpeg

The role of the Optimization team is to use the information from your Analytics team to improve the user experience (UX) to meet the set KPIs for your website. So, improving the communication between these three teams is key to improving your site’s performance and learning to meet your customers’ needs. Having these three teams under one department would certainly enhance each team’s performance and create a more collaborative environment.


So what happens when these teams are operating essentially in silos and not working together? Unfortunately, we see these scenarios quite a bit.

 Successful business team with arms up at the office.jpeg

Optimization teams always want to improve site performance, and their philosophy is usually, “testing, testing, and more testing!” However, when Optimization isn’t working closely with Analytics to interpret the results of all this testing, the overall experience might suffer or the scope of the Optimization team’s hypothesis may be off base, which might result in them spending valuable time and resources “fixing” a problem that never existed in the first place.


Likewise, UX teams often make improvements to websites without testing first. They’ll say, “why test something that is just so obvious or a no-brainer?” I’ve heard those lines and a few like them so many times, all with a variety of end results. But, usually, the consequences of a “just go ahead and launch it,” no-testing approach can be quite disastrous for a website, often triggering troubling downward trends for the company’s online conversion rates and eventually revenue. Analytics is then left scratching their heads at lost sales and low conversions, all because the UX team jumped the gun by launching a poorly-researched, underdeveloped experience that (surprise, surprise) failed to connect with users.  


But, if these overlapping teams stop working for their own independent goals and start being coordinated by a unified department focused on the bigger picture, these kinds of time-wasting, budget-draining, inefficient campaigns will be easily avoided.


Successful collaboration can only happen when:

  1. UX teams understand the importance of testing their new designs
  2. Optimization teams understand the importance of both fine-point data and high-level data
  3. and Analytics understands that they have two other teams making changes to the site, sometimes with dramatic consequences.


No matter the size of the company, having the right hand know what the left hand is doing is crucial to successful website performance. When you recognize that optimization feeds into UX and the effects are directly shown in your analytic data, coordinating all these teams and having them work together should be a no-brainer and greatly improve your overall site performance.

Want to learn more about optimization tools and how to use them to improve your website? Email

Topics: Test and Optimization, Optimization Tools, User Experience

Written by Tracy Parks