Analyze, Optimize, Repeat: A Case for Continuous Website Improvement

Your website can be your biggest asset in lead generation—if it’s optimized to succeed. That’s why your company has invested so much into creating a site that attracts your target audience and converts them into paying customers. Whether you’re deep in the heart of a website redesign or have recently launched your new site, you might think you’re ready to focus your lead generation efforts on other areas.

Don’t be so quick to let your website become stagnant! Failing to continuously test your website performance could mean leaving new leads and revenue on the table. The digital marketing world changes fast, and your website needs to be able to keep up the pace or risk being left behind. Despite this reality, the 2017 “State of Growth-Driven Design” report states 42 percent of marketers only make impactful changes to their website once a year or less. That means your company should be working hard to consistently step up, optimize your website performance, and grow your customer base.

Consistently re-evaluating your site will help you pinpoint and correct errors sooner rather than later, saving you from losing countless leads.

This is easier said than done in a digital landscape that can change overnight. Your best bet at keeping up with website best practices is to continuously analyze your site data, test for website performance, and make regular improvements. A 2017 report on conversion rate optimization suggests companies that take a structured approach to conversion optimization through site testing and experimenting are more than twice as likely to see a large increase in sales. Still skeptical? These are the top four reasons continuous website testing is a necessity for your brand’s online presence.

1. Increased Site Traffic

There’s an undeniable connection between a brand’s website traffic and its revenue. Nearly 80 percent of companies not meeting their revenue goals attract 10,000 monthly visitors or less, compared to the 70 percent of companies achieving their revenue goals who receive more than 10,000 visitors per month. A strong SEO strategy is one of the best ways to introduce your brand to new visitors and convert them into leads.

SEO best practices are constantly changing—Moz estimates that Google updates its search algorithm between 500 and 600 times a year! That includes tweaks to SEO ranking factors, the technical and on-page components that tell Google how relevant your content is to users. Regularly testing and improving your website means you don’t have to wait three years for a site overhaul to stay on top of Google’s algorithm changes. With use of new technology like voice search on the rise, being able to quickly diagnose problems and implement changes to your site will be vital to your brand’s site traffic and lead generation.

2. Better User Experience

Once those visitors are on your site, you need to provide them with a fully optimized experience if you want to increase your leads. Forrester Research found that a better user experience design could result in a 400 percent increase in conversion rates. Continuous analysis of your website  can give you key insights into your overall user experience and how it might need to be adjusted.

The standards of what users expect from a high-performing website change just as quickly as everything else in the online world. A few years ago, mobile responsiveness was a nice touch; now it’s an absolute necessity. Testing your website performance allows you to provide your visitors with the best possible user experience today, not in a few years when you get around to redesigning your entire site.

Common pitfalls in UX design include overwhelming visitors with too much information, confusing navigation menus, unclear calls to action, and too much friction between users and the action you want them to take next. Consistently re-evaluating your site will help you pinpoint and correct these errors sooner rather than later, which can save you from losing countless leads.

3. Improved Content Marketing

You can produce the most value-driven content in your industry, but if it’s not delivered in a way that’s easy for your audience to consume, you’ll lose out on visitors who share your posts but don’t stick around long enough to convert. Continuously re-evaluating your website can help your brand stay on top of content marketing best practices and become a leading voice in your niche.

For example, look at how quickly video has changed the game for content marketers. Video wasn’t even on most brands’ radars in 2012. Look ahead to 2017, and video has become a leading content marketing tactic, with 43 percent of people reporting that they want to see more video from brands, and 52 percent of marketing professionals naming video as the type of content that produced the highest ROI. Video is only expected to grow from here, with the American Marketing Association predicting that video content will be the driving factor behind 85 percent of search traffic in 2019.

Now imagine that your company redesigned its website in 2015 and had no plans to adjust its site again until 2018. If your site wasn’t optimized for video content, you’re now well behind the times with this content marketing strategy and have missed out on countless potential leads that could have been gathered through the power of video. Continuously testing and improving your website performance allows you to make fast changes so your content marketing is always ahead of the curve.

4. Growing Conversion Rates

Website redesigns require plenty of time and money to execute effectively, not to mention the amount of input and energy from key players on your team. Rather than spreading those resources too thin in order to re-evaluate your entire site, continuously testing and adjusting your website performance allows you to focus those efforts where you’ll see the greatest results.

Hubspot recommends starting with the web pages that receive the most traffic. Are your call-to-action buttons working, or do they need to change? Does the page flow make it intuitive and natural for users to take the next step in your marketing funnel, or are they getting distracted by other elements on the page? These are all huge hindrances to your conversion rates that may slip by unnoticed if you don’t make it a priority to regularly test and analyze your site.

By focusing your optimization efforts on pages that see the most visitors, you can spend less time and money to make changes that have a bigger impact on your conversion rates. Depending on the goal of each specific web page, that could mean increased social shares, more downloads of your lead magnets, and ultimately, higher lead generation.

Do Better Than a ‘One-and-Done’ Website

It may feel like your shiny new website will be sparkling forever, but that can quickly change in the fast-paced world of digital marketing. Continuously testing your website performance can lead to faster optimization solutions and more opportunities for lead generation.

Just say no to a one-and-done website! Learn more about continuous website optimization and how it can fit into your budget with our recent blog post, How Much Does a Website Cost? Rethink Your Budget with Growth-Driven Design.