Learn from Google. User Interface testing is the best way to make improvements to your site.
From Google: "From time to time, we run live experiments on Google — tests visible to a relatively few people -- to discover better ways to search. We do this because there’s no good substitute for understanding how real people, in real-world situations, actually operate. Theories are fine, but “improving the user experience” really happens best when we understand what people do online."
Official Google Blog: This is a test. This is only a test.: "Google comments on UI tests"
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