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3 

Run a report for your top 25 landing pages (entry pages) on your site, then look at 

the bounce rates for each of them. Pick three with the highest bounce rates, these 

are the pages letting you down the most. You’ll win big by testing these first.

4 

Have an active ‘customer listening channel’. Remote usability testing, market 

research, customer call centres or surveys (even a free excellent solution like 4Q, 

which I helped create with iPerceptions). The best focus points about what is not 

working on your site come from your customers (sadly not you) and likewise the 

greatest ideas on how to improve your site (and hence test) also come from your 

customers. Listen and you will prosper.