Here’s a common mistake marketers and web designers make: they jump right into a list of things they want to change. This is a bad idea.
Instead, gather feedback about what’s working with your website (and what isn’t).
- Survey website visitors
- Look at heatmaps
- Email survey your customers
- Run usability tests
- Look at analytics
Then, review the research, generate a list of ideas, and prioritize them on a scale of 1–5:
- How likely is this idea going to win? Does it directly address an issue you discovered in the research? (1 = low probability; 5 = high)
- How easy is it to implement? Changing text is easy; changing your business model is hard. (1 = hard; 5 = easy)
Now multiply those two numbers together and, voila, you’ve got a list of prioritized ideas.
Pro tip: split test these changes to ensure they’re helping conversions (not hurting them).
