Digital marketplaces are only becoming more competitive and it is simply no longer enough to build a website and expect it to last several years without requiring any refinements or improvements.

You might find it helpful to imagine that your website is a bit like moving into a newly built house. It might well be ultra-modern with cutting-edge features at first, but it likely won’t be long before you start noticing areas that could be improved or upgraded. If you aren’t willing to put in the work to remedy these issues they will only deteriorate and become much more noticeable as time passes.

Of course, you could choose to upgrade your property by moving to a new house, but this requires a lot of work and will cost a substantial amount of money. Between significant redesigns, your website can very easily stagnate, quickly looking dated and fail to provide the user experience your audience expect.

If you aren’t keeping up with technological advancements and the constantly evolving expectations of consumers, your business will lose customers and your competitive advantage. You need to know that your website is consistently reaching its full potential, which is why investing in an initial strong build and then make improvements as and when they are needed is a much more effective way to approach the design of your business website.

Using impactful data

While it is important that your website looks aesthetically pleasing, even the most beautiful websites will fail if users find it difficult to navigate. Successful use of analytics, heat maps, and scroll maps and actionable insight gained from this data as well as direct user feedback is one of the most important components of effective continuous website improvement.

Part of the website development process is recognising that the first concepts you generate won’t always be the best possible solutions for your business. As soon as your website launches, even if it is initially simply a Commercially Viable Product (CVP) or Launchpad site, you should record all the data available to you.

From here you can begin making improvements to your website according to what your data is telling you. You might find, for example, that many visitors to your landing page are engaging with your business for the first time. This knowledge might prompt you to include some additional information about your business, without requiring these visitors to click through to another page.

Applying knowledge gathered from A/B testing and user feedback

Split testing two versions of a webpage can help you to understand which approaches work best for your customer groups and whether this knowledge can then be applied to other webpages.

Almost every feature on your website that affects visitor behaviour can be split tested. Basic A/B testing often includes things like headlines, call to action (CTA) text, images, and social proof such as reviews and testimonials. More advanced tests might include sales promotions and pricing structures.

Helping you to make the most out of your existing traffic streams and increasing your leads, sales and revenue, successful testing and making appropriate iterative changes will ensure that your website never becomes stagnant and will always be the very best it can possibly be.

Future-proofing your most valuable digital presence

Another benefit to continuous website improvement is surrounding yourself with a team that is truly invested in the long-term success of your business. Rather than needing to start from the beginning every time your website begins to look and feel outdated, your team will understand both your short and long-term objectives and understand what needs to be refined to make a positive impact and meet the expectations of your customers.

Working with an experienced partner, such as DotLabel, will help you to navigate this new approach to website development by sharing expertise on precisely how to create results-driven and user-centred digital solutions to drive conversions and increase business revenue.

If you would like some help reviewing and improving your website, app, portal, intranet or bespoke web application, Contact  us to talk through the problems you want to solve.

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