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We have made relatively few changes to the look and feel of the site since we launched
on Ning, but when we have, it's been based on an analysis of the numbers.
So we look at where traffic is moving from the site. We've used CrazyEgg heat maps to
see where people are clicking.
We've found that our regular readers are willing to scroll down on the page further than, frankly,
I would have expected until I saw the data. And, we've prioritized -- we've done sort
of a combination of, we know, for instance the form is very popular, let's move the form
to the top of the page.
We want to encourage people to look at events, so we moved that to the top of the page. Just
kind of a combination of we know this is what you want, but this is a little bit of what
we want too. And, that combination seems to have worked well for us.
After we tried, or put something in a new place, we keep watching to see does traffic
increase to that? Does it drop off? What happens to the rest of the page, when we do that?
And, if something goes terribly wrong in our numbers, we're willing to switch back.