Data and user insights are extremely important for conversion design. In the end, what differentiates conversion design from just regular web design is that instead of assuming what users want and assuming that what users want is set in stone, we're going out of our way to make sure that we're always one step ahead of user's needs and user's preferences. And data is extremely important to achieving that.
However, you can't just gather any data and believe that by gathering it, you're already doing something. You also have to:
- Prioritize metrics
- Set KPIs
- Set a north star metric
- Distinguish noise and vanity metrics from KPIs
Additionally, it's very important to understand that gathering data is not enough.
You have to extract insights from that data and perform tests to evaluate whether your assumptions are correct. So data is crucial, but it's not a map, it's a compass.