Revising on behaviour, not on feedback

You will finish module 6 with two piles: things people did, and things people said. They are not equally useful and treating them as if they were is how a page gets worse while everybody involved feels consulted.

Act on behaviour. Nobody clicked the one action; four people out of twenty could not say who it was for; three assumed a price a long way from yours; two asked the same question, which means the page does not answer it. Each of those is a specific defect with a specific location. Log opinions rather than acting on them — "I would use a different colour", "it feels a bit plain", "you should add a blog" — unless several unconnected people say the same thing, at which point it has become a pattern and is worth a look.

Then change one thing at a time and test again on ten new people, because changing six things at once means you learn nothing about which one worked. Write down what you changed, why, and what happened, because that record is your artifact and it is also the thing that stops you re-making a change you already reverted. Positioning is not a document you finish; it is a claim you keep checking against what people actually do.