First let me start by saying acting on a hunch is perhaps the most serious mistake made in all types of business. The problem is that many business owners will make decisions based on what they believe their customers want to see. Worse, they may base their decisions on what they want to see. Let us look at a very simple example. A site owner may choose to use a new font when redesigning their blog. As they do so, they may consider a variety of fonts before selecting the one they like best. The issue is that just because they prefer a certain font over others does not necessarily mean that it is the best font for their website.
As a result, they may change the font only to discover that it discourages people from visiting or spending time on their page. They may also find themselves losing a significant amount of traffic and money. Why Us SEO? For this reason, everything needs to be tested and verified. Before making this choice, an SEO can do a few things to make sure it’s the right one. The first is to conduct market research. Instead of choosing a font without first speaking with a cross-section of your audience, you may try to select one that will be representative of the overall population.
After that, you can decide which font would be most likely to appeal to your audience.
Why not conduct a split test instead? Creating two distinct versions of a website and comparing their performance is known as a split test. In this scenario, you might design one website using one typeface and another using a different font. After that, you would watch to see which one has the lowest bounce rates, highest conversion rates, highest click-through rates, etc.
Even better than conducting market research, this. Why? Because what users desire from their websites may not be the same as what will have the most impact on engagement. You can use a split test to just track the metrics that really matter to you. By doing this, failure becomes less likely impossible.
What do you do if you can’t prevent failure? You produce quickly! This means that you shouldn’t work on a website project for months if you’re not certain that it will be successful. So many people have “wonderful ideas” for websites, work on them for years, then launch them with little or no success. The issue is that they spent a lot of time and money without actually verifying the idea—for example, by soliciting pre-orders or signups to determine interest. Keep in mind that you shouldn’t follow a hunch!
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