Experimentation and design begins once you’ve started your way through web analytics. At this time you want to figure out how to increase a better outcome of your website. The most efficient way to do this is while you are live on site making sure you listen to your customers, and keep an eye on your competition. The best way to test your site out is through ‘Content Experiments in Google Analytics’ which is free, or you can use ‘test&target’ which you would have to pay for. These two are recommended by Kaushik. (kaushik.net/avinash/)
You should listen to your customers by asking for direct feedback, we call this Voice Of the Customer.
Another interesting and useful thing you can do, is go through competitive intelligent. Competitive intelligent is comparing your site to others. You can do this through a tool called ‘Compete’.