Marketing

4 Strategies Used to Identify Growth Driven Website Improvements

By May 24, 2017 No Comments
User testing for growth driven website improvements

Using a Launch + Growth™ process allows you to get your website launched quicker while making impactful website changes over time. In order to find out what changes will have an impact, there are a variety of strategies you can use. These strategies will help you identify growth driven website improvements that will actually have a positive impact on ROI.

Here are 4 strategies used to identify growth driven website improvements:

1. The 80/20 Rule

The 80/20 rule is a rule to follow when implementing new features or analyzing the current features used on your website. It says that 20% of the features or updates made to your website should have an 80% impact on your visitors and business. When making changes to your website, it’s important to focus your attention on features that you know will be well worth your time. Start by conducting a wishlist of all of the features you’d potentially like to implement. Then do research based on how your customers currently interact with your website. Finally, use that information and the 80/20 rule to narrow down your list and implement new features and content updates.

2. Focus On One Goal At A Time

When using the Launch + Growth™ methodology for growth driven website improvements, you should always focus on one goal at a time. In order to make impactful changes to your website’s content or features, you need to be able to collect data on those changes. By changing multiple elements on your website you could jeopardize collecting valuable data by making it impossible to track. Make sure your goal is specific. For example your one goal shouldn’t be, “How can I increase traffic to my website?”. It instead should be a more specific goal like “How can I increase subscription sign-ups from my home page”. A specific goal can be tracked and will give you valuable data to build off of as you perfect your website.

3. Competitor Research

To ensure your website is keeping up and surpassing your competitors, you need to monitor what they’re doing. Growth driven website improvements should always meet industry standards. So using your competitors as a point of reference for where you stand will help you better gauge where your focus should be next. For example if a competitor has implemented a unique feature on their website it could be an indication that this should be your next area of focus as you continuously improve your website. It’s also important to review how consumers interact with competitors websites to see where there are barriers you could avoid with your website, or what they’re doing that’s delighting customers that you could learn from.

4. Get Customer Feedback & Conduct User Testing

user testing growth driven website improvementsA final method used for discovering growth driven website improvements is to look to your customers directly. There are multiple ways to do this. First you should get feedback directly in the form of surveys either through email or throughout your website. This feedback doesn’t have to be detailed, it could be as simple as yes or no questions. However, it can have a huge impact on where you move next with your website. Sometimes internally your entire team may be looking at your website from similar lenses because they’ve spent so much time in the content and features. This could lead to your team missing something that is a huge barrier for customers. Your customers will be your best resources to uncover those barriers. Another way to get feedback is through user testing. There are a variety of user testing programs that allow you to have unbiased strangers surf through your website or app and give feedback. This feedback can help point out barriers for new visitors and leads. To get a wider perspective, another area you can set up for feedback is a heat mapping software that shows where your visitors primarily click on each page of your website. This will help you understand what features and content are most prominent and what typical patterns are followed by your visitors in order to make adjustments.


Overall these 4 methods can help you make website changes that will actually have a positive impact on your traffic and leads. By turning to outside sources, like your competitors, customers and strangers to give you feedback you’ll be sure to remove biases from your own team. This will ensure that every change you make and new feature you implement is actually worthwhile.

Interested in learning more about a launch + Growth™ process for your website? Schedule a discovery call.

Webinar On Demand: Inbound Marketing 101

Everything you need to know to turn complete strangers into lifelong customers with full-funnel digital marketing.

Leave a Reply