Think About Optimizing…NOW!!

One question that I get asked when talking about site optimization is “when do you start planning a site optimization.”  My response is always the same:  as soon as the planning stage is complete.  A site optimization plan should be as well crafted as defining your KPIs, in order to minimize cost and maximizing visitor interaction. 

Another factor that a well crafted site optimization plan does is limiting the emotional factor on the analyst.  We all know that regardless of how well we plan a site, visitor behavior is something that is not easily determined.  As soon as the results are not as expected, our emotions take over and we tend to do anything to “fix” the problem.  Rather than being reactive to a situation, I like to take a proactive stance (having a Plan X), planning ahead on what to optimize.  Even if the results are favorable, you want to improve the quality of your traffic, while attracting a diverse number of visitors.  Remember that a static web site is bound to fail.

You might be thinking “OK, this is good, but what to optimize.”  What’s great about optimizing a site is that there are multiple points that can be used to improve the quantity and quality of traffic.  At a minimum, you should be looking at the following:

• The relationship between your media initiatives and your entry/exit points of your site, and look at what attracts or repels visitors when they are on the site.
• Look at the layout of your landing page and ask yourself “would I give out my personal information if I landed here?”  Ensure that your landing pages are not just relevant but that they convey a clear and concise message that entices visitors to move forward.
•  Look at the visitor experience that you’re providing  and look at modifying it by adding additional content, in order to not just attract new visitors, but also returning visitors as well. 

Thinking about an optimization plan before you launch a site is a way to “have in the ready“different options to attract not only returning visitors but a complete set of new visitors beforehand.  This allows you to spend more time analyzing your data and increase your site’s footprint.  What do you think?  Do you think about optimizing beforehand or once the results roll in?  Let’s get the discussion going.