Digital Marketing Course - Day 4, Week 1 - Preparing for Frequent Website Testing and Iterating
The Importance of Frequent Website Changes
For your digital marketing system to work well, you’ll need to make frequent website changes (iterations) in order to continually improve your system. There are always new marketing methods and tools being introduced, along with changes to the search engine algorithms that help your ideal clients find your website in the first place.
The worst thing you can do in digital marketing is to publish a website and let it stagnate. The likelihood that version 1.0 of your website is perfect is 0%. In fact, there’s no such thing as a perfect website! There are always improvements to be made, because the internet is a constantly changing environment that impacts how visitors interact with your website. For example, visitors expect a modern design that’s intuitive to use, and that is something that’s continually evolving for internet users because better websites are always being created.
Beyond the continually evolving nature of the internet and visitor expectations, there’s also the fact that it’s nearly impossible to know exactly what will persuade your visitors to take the actions you want them to take. While something as simple as a “Learn More” button seems straightforward, there are a variety of considerations to be made. Some button colors get better Click Through Rates (CTR) than others. Some button text is more effective than others. Button placement also makes a difference. This is just one tiny example of the plethora of optimizations we can make to improve website end results (more of the right kind of business).
The only way to know what works best is by testing, iterating, testing, and repeating that process over and over. In fact, you should ALWAYS be running tests on your site to see what works best (because the internet is always changing). Never, ever assume that your website is “good enough”, because there is no such thing. Fortunately, there are many free and paid tools available today that can assist us with this process so it isn’t overwhelming. (We will cover those in later coursework once we have our base-level systems up and running.)
First things first - The ability to make website changes easily and inexpensively
Because we will need to make changes to our sites at minimum on a monthly basis, and better yet, weekly, it’s crucial for us to be able to easily and inexpensively make those changes so we face less resistance to developing our new habit of always testing and iterating.
Here’s the considerations we must address to ensure success, depending on whether you’ll have a web designer doing the work or you’ll be making the changes yourself
If you have a web designer -
If you’re doing the work yourself -
For instance, despite WordPress being the most highly-adopted platform, I don’t use it because:
What platform do I use? Weebly. No dealing with updates, the hosting is built-in, and it’s easy to make changes whenever I want. Simple!
It’s absolutely essential that the above items are considered before we get down to the nitty-gritty of our digital marketing system work, because complications with these items can wreak havoc on consistent improvement and strategy implementation. Nothing is worse than having a clear plan of action, only to have a huge wrench thrown into the cogs of our hard work. Simply put, the easier and less frustrating our digital marketing system is to work on, the more we will be inclined to do the necessary work with consistency.
Author - Justin Smith
I owned a small service business from 2006-2016, and you could say I'm totally obsessed with automation and business systems. I believe the need to be physically present is the single biggest challenge small business owners like myself face.