- May 2, 2013
Ready. Launch. Update!
- VP, Operations
The ability to update a website based on current information is often overlooked by clients and vendors alike. This may be the most missed opportunity in what we do.
Get Ready to Get Ready
When we start a redesign project, the possibilities for what the new site can be seem endless, but project work is often based on the best information available at the time. We strive to balance information requirements and business objectives with time and budget constraints. We adapt our approach as we learn more through the project. When it comes time for launching our client’s site, ultimately, both parties make sacrifices, and some requirements may not make it into the initial launch.
As you plan for the first update to your redesigned website, you will be tempted to start with the list of requirements that didn’t make the first cut. This makes a lot of sense—until you remember that the information that led to defining those requirements was based on your old site. You’ve got a new site now, and with it comes an opportunity (and responsibility) to re-prioritize these requirements thanks to your new site’s analytics.
Is that critical call-to-action driving users to make a donation? Are users completing that business-critical form or are abandon rates still too high? Being able to isolate answers to these questions and re-address missed opportunities is the beauty of working in a dynamic medium like the web; this ability relieves the pressure of having to include everything under the sun in your initial site launch.
Make Data-based Decisions
Data gets better with time, so what your data tells you will become clearer with each passing day. Let your business goals be your guide. If you’re tracking sales, you’ll want to observe how the changes made in the new site correlate to conversions. If you are trying to drive ad revenue, take a look at your page views in relation to duration of visit. Perhaps adjusting ad placement on frequently-visited pages with the longest average visit is all that is needed.
Focusing on these indicators will guide you to make decisions that can, and will, inform your next set of site changes. These changes may spur requirements that didn’t make the initial launch, and they may not. The key here is to use the most relevant and timely data to drive your next important business decisions and allow your site to work for you.
How are you using data to improve your site’s experience with each update?