You must always be testing!

There is always room for improvement. Just because a change you made works well doesn’t mean it can’t work better. Everything which will be tested should be tested – and it’s okay to fail.

Even a test that seems poorly may be a learning experience for what to not do. You’d never know unless you test it, right?

In a perfect world, you’d test every UX change you create to ascertain if the result improved performance before moving on to subsequent. Unfortunately, we rarely visit – including sleep – that perfect world. Most sites are in such poor condition that taking one best practice at a time would take far too long to urge measurable results.

If that’s you, you'll probably observe headway implementing the simplest practices here then going back to check variations and extra changes later.