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We're all fans of testing and measurement here at Econsultancy. It might not be the sexiest of disciplines, but the results can often have a phenomenal effect on how people interact with your business.
Taking a stab at what you think people might do on your site, or how they'll use your service, is a good place to start - but thorough analysis is something every business should be investing in.
It reaffirms the point about spreading testing around, your landing page might be an open door - but there are a world of rooms inside that require attention as well.