Your website should continuously evolve to reflect who you are and where you’re going. This prevents your website from becoming an outdated marketing tool.
After you launch your site, it’s never static. As your most visible marketing tool, your website should constantly evolve into the most powerful signal to your audiences of what you’re the best at. Digital marketing drives the right people to your website, but, once they get there, are users taking the right actions? You’ll want your website to continuously evolve to reflect changes in your business, sales and marketing initiatives, and changes and trends in behavior and technology that impact all website users.
Data and analytics plus communication and collaboration
Now, more than ever, you can also measure how your actual customers and prospects are interacting with your website, and use that data to further optimize the online experience and convert more qualified leads to customers, more quickly. We do this with a broad range of tools to help manage and track your site’s performance:
- Heat map testing and analysis
- Click tracking and analysis
- Usability testing
- A/B testing and analysis
- Cloud-based custom dashboards that show key metrics
- A quarterly or monthly meeting where we meet to review metrics and data, test results, lead quality and business initiatives.
This approach works best with close collaboration and regular touchpoints between us, so that we’re always abreast of lead quality and quantity, and upcoming changes in your business. We’ll review this information together with analytics and performance data to prioritize which activities will make the biggest impact toward website continuous improvement in our next sprint.
To create a custom approach for you, contact us.