Behavior, behavior, behavior

1. If you want to know what link people will select, give them a realistic task and collect actual data on where they click.
2. If you need to learn how people will respond to the pages you serve, get their response to comps in realistic settings.
3. If you can't give people everything, find out what they want MOST. Ask about deal-breakers, show-stoppers, and what is perceived as gravy.