Your boss tells you that your Web site looks boring and needs to be jazzed up. What do you do?
- Hire a Flash designer and add some sizzle.
- Commission a survey among your customers to see what they think.
- Show your boss your conversion metrics and agree to keep spicing things up if the metrics improve after you do it.
- Explain why Flash and other sizzle are bad for search marketing and the user experience.
Don’t let your boss become your chief designer. Instead, take every suggestion as something to test. Use your metrics to experiment and find out if it works. Sometimes your boss will have good ideas and sometimes bad ones, but even you are unlikely to know which are which without testing. So take every suggestion as a test request and thank the boss when one of his ideas tests well. Sure, Flash can be bad for search, but your tests ought to prove it in this specific case. Test every idea and keep doing what works. To really enhance your experimentation, check out multivariate testing.
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