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November 19, 2005
Design Choices Can Cripple a Website
By testing, I don’t mean asking a few folks around the office; I mean doing a live test that demonstrates—with hard figures—what site visitors actually do. Testing like that is a beautiful thing. There is no space for fancy arguments. An expert’s credentials and opinions mean squat. When you serve alternative versions, one after the other, and measure reader actions, you get the real deal. You get what is.
One way or another, it’s important to accept that none of us—neither designers nor writers—know what the “best” page design or copy is until we test.
In a business environment where marketers demand an accountable performance from every web page, it’s time to put aside the assumed expertise of design and copy “gurus.”
The way forward is to test, and let our readers show us which designs work best, and which copy works best.
While this may be uncomfortable for some, the end result is that we will become much better web designers and writers.
Posted by Don at November 19, 2005 02:43 PM
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