I’ve seen new and shiny designs bring down conversion rate dramatically. Accept that the user is in charge and use data to make designs that make your users happy
Why UX Designers should embrace data
Stephanie van Baaijen
1566

Here I have written some principles that every UX designers must follow :) Take a look. Hope this benefits you in the longer run. Put them in your contextual memory.

https://medium.com/@steffi_1992/10-epic-ux-formulas-for-highly-converting-websites-76c115abc6fc#.xj2qg9zba