For many businesses, their website is a key component of their marketing strategy. It commands a sizeable chunk of their marketing budget and is intended to be a key force in attracting new business enquiries.

Therefore it makes sense to regularly test how visitors are engaging with it – exploring its usability to see what is drawing in visitor attention and what is putting them off. Of course, the Google Analytics data which is freely available to businesses can give a lot of valuable insight, but sometimes it only tells part of the story.

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