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In these few short paragraphs, you'll understand the major value in optimizing your website. You've already spent the money, now it's time to make sure you get the value.
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SMB organizations today are highly exposed to risk, overspending by not optimizing their website operations.
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The Gartner Group says, "CIOs should begin formulating a plan for website assessment, problem identification, remediation, empirical validation and iterative enhancement."
Optimizing Your Website
Optimizing your website, means optimizing every process that has business meaning, where you have investment in the outcome. You optimize each web page and web site to improve results:
- Every Webpage Has A Job to Do - Every webpage should ultimately be optimized to perform the task it is assigned at the highest possible level, delivering the highest possible business results.
- Optimize Around Conversion Rates - Start with optimizing all conversion rates. Conversion rates are more than just sales in an e-store. Think of them as any process where you have an investment in the outcome - newsletter subscriptions, sales leads, white paper downloads, contest registrants, brand strengthening, relationship building, etc.
- Optimize Around User Behavior - Optimizing is simply testing objects on a webpage or in a process funnel for their desired affect on user behavior. For example, you might test various headlines, interactive form designs, content and message development, images, calls-to-action, etc.
- Optimizing Procedures - It is most simple to test only a few page designs at a time and to test a single variable. For example, you may want to test which headline of three produces the best results. Maybe you could test three amounts of content for effectiveness, short, medium and long length.
The more page views the more accurate the test. For smaller sites, you may want to test each design variation for 10 days to 2 weeks to get the most dependable results.
Optimizing Your Web Assets
According to the Gartner Group, "Small and Mid-Sized businesses (SMB) must continuously measure the value of their web presence to meet corporate objectives. This will help them make the right investments to ensure their web presence is effective in driving value and making significant contributions to the business."
Increasing Efficiencies and Reduces Cost and Risk
You can manage the configuration of your website assets to increase efficiencies and reduce risk. This reduces overall operating expenses throughout the business and begins to truly brand your website business with a consistent, predictive delivery of a high-quality, high-value, and high-return improvement process.
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WHAT IS OPTIMIZING YOUR WEBSITE?
WEB EFFECTIVENESS QUICKVIEW
