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" ... Carter: In deciding what goes where on your website, or what message hits at what point in the customer journey, we need to be making data-driven decisions. Your emotions are a great tool, but they’re not “king” when you’re reworking or creating your websites and landing pages—facts are. We know the science behind how people read websites and what attracts their eye. Use what we know about eye tracking to your advantage when wireframing out your message and designing your site. Install and regularly check heatmaps on your website—there are so many great free tools out there you can find with a quick internet search! Don’t be intimidated to try A/B split testing, either. That can be a great way to pull your “I think this sounds better” emotions out of something and see what the data says. Be sure to let your split test run for around 100 conversions or a full-time period (ex. see which call-to-action button copy performs best from a Monday through the next Monday, for example) before calling a winner. ... "