Most marketers still take a sequential approach to developing and improving their sites. They will try something one time. If they are happy with the results, they will try it again. If not, they will try something else. If this new thing works better, they may stick with it. If not, they’ll either go back to the earlier approach or try yet another approach. If you want to improve, you need to try new things. As the widely attributed saying goes, “If you do what you've always done, you'll get what you always got.”
Introducing three simple steps to an effective website
To plan a more effective route forward for your website, you’ll need three things:
1. An understanding of what’s happening across your site right now (analytics)
2. A plan for where you’re going and how you’ll know when you get there (KPIs)
3. A way of testing different options in real time (optimization)
Download and whitepaper "The art of a successful website" for practical tips on how to create an effective website, what type of KPIs you should use, and how to use funnels and A/B testing to improve your conversions.