Episode 183 of Digital Marketing Radio features 'Design & Structure', chapter 2 from 'Digital Marketing in 2017'. Get your copy of the book over at DigitalMarketingin2017.com.

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));

Some readers of Digital Marketing in 2017 will be quite technical in their understanding of areas such as SEO, coding and website design. Others may be more creative and have less of a ‘technical brain’.

Whatever your degree of familiarity may be with coding and the like, the fact of the matter is that great digital performance – in part – relies on a heathy site structure. And the next couple of chapters focus on helping you to achieve that.

So if you don’t have too many scientific bones in your body, bear with me. But also try to stick with it, in the knowledge that a lot of digital marketers view these areas as being essential to success in 2017 and beyond. Don’t ignore something just because it doesn’t capture your imagination as much.

4) Use eye tracking and split-testing before the build stage – Joshua Strawczynski

Joshua Strawczynski from J Marketing emphasises the importance of thinking about optimising conversion rates before a site design is finalised.

Josh says: “We're really focusing on advertising effectiveness – and we're doing this having invested heavily in eye tracking software.

“Whether it is landing pages, banner design or even the effectiveness of content, we are running it through eye tracking, which has traditionally been very expensive. We've been able to make that and A/B testing very affordable.

“Before it ever goes to the build stage, [your user experience] has to be absolutely bang on.”

Read more in the book - get your copy of 'Digital Marketing in 2017' over at DigitalMarketingin2017.com.