In the relatively old days, there was just one simple question: is the page converting or not?
Today, thanks to measures like CrazyEgg, we can go a level deeper and evaluate the page in terms of every one of its elements: Which components convert and which don’t? Where should the copy be placed and why? What are the hotspots on the page- and what are dead weights?
Understandably, this meticulous scrutiny creates new challenges for designers. When every pixel and line of code is evaluated for its contribution to the overall conversion, there needs to be an intense effort towards design