Why Your Website Isn’t Done – And Never Should Be: Iterative Conversion Optimization

“Once you stop learning, you start dying”- Albert Einstein

Here you are, with a wonderful, brand new website. It’s pretty, fits your company’s style and branding, and has all the right things in place to start making buckets of money. “Whew! It’s done,” your entire company proclaims – and then forgets about it until the next major update. You can work with seattle website design company to continually update your site.

But the truth is…

Websites are never done.

Websites are never done. They may be built, but they are never finished. Declaring them so is one of the most expensive marketing mistakes you can make.

The problem is that newly built websites are merely vague ideas about how the user will best be served. They are unfinished, un-optimized balls of coding clay waiting to be shaped and molded according to user experience.

This optimization is, in my opinion, more important than the initial build. Doing anything less is a waste of potential – not only in absolutes, like increases in revenue, but in the creation of opportunity.

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At Fannit, inbound marketing firms, we’re in the process of a major overhaul of our site design. We’ll pull all of our data on user experience, do some analysis, glean some insights as to what our ideal users want, and build a mockup.

From that point, we’ll make some assumptions, throw in some creativity, and maybe add a dash of panache to our design. After that, we’ll code it up, and set it loose in the wild.

But, we won’t be done. Now, the real work begins.

How do users react to the design? Does it make people want to interact with us more? Does it drive more conversions, and, if so, are they the right sort? In short, are the assumptions we had at the beginning actually bearing out?

Unfortunately, there are no easy answers. Even conversion rates, one of the foundational pieces of our trade, are far from hard and fast numbers. Achieving success in conversion optimization requires time, testing, and experimentation. Above all, it’s based on data, not intuition.

A few action points:

  • Measure success. Too many companies spend a lot of money on a website, only to fail by not measuring user experience on it. This would help them gain actionable insights on how to improve and give them invaluable data.
  • Learn from the data. Gathering data isn’t enough. The information you glean is, in essence, your users telling you what they want. Figure out how to give it to them.
  • Iterate toward greater success. Even the best conversion rate experts have little better than an educated guess as to what will work best. The secret lies in learning from the tests you make and using them to inform your next test.

Your website should be a constant experiment in figuring out what your customer wants, and figuring out better and greater ways of giving it to them. Don’t ever, ever say your website is done.

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