Creating a new website, or even updating an existing one, can be a testing time for an organisation. The process tends to bring together various stakeholders, each with their own priorities and expectations for the website. These differing opinions of what the website needs to achieve can lead to adversarial roles being adopted.
Once stakeholders begin to dig their heels in over a particular viewpoint, there is an increased risk that internal politics and either overt or passive-aggressive infighting will derail the project completely.
Prioritise and rationalise
We do everything we can to help clients avoid those pitfalls from the outset. The first way in which we do that is by getting all stakeholders in the same room at the start of the project for a user experience workshop. During the course of the workshop, we collate the various viewpoints and run exercises to help stakeholders prioritise and rationalise these expectations among themselves.
The UX process will also help to draw out customer expectations and needs, so that we can work towards a scenario in which making the site useful to users, and geared towards encouraging whatever actions most benefit the organisation, is everybody’s main concern. We engage with end users through focus groups, surveys and interviews to validate our decisions and ensure they have the final say. After all, the needs of the customer should be the priority for all stakeholders.
Big red button
Of course, even with those priorities in order, there will still be plenty of opinions on the new website when it goes live and as it continues to evolve over time. That’s where our analytics services will help you.
If your sales manager is demanding a big red button on the homepage and your marketing manager thinks the site is better without the big red button, we can let the website data be the mediator in that debate. Hidden in your website’s analytics might be a compelling case for or against the big red button. If there isn’t, we can run A/B tests with and without the big red button to generate a quantified answer as to whether or not it ought to be on the website.
Actionable analytics insights
The big red button is a bit of a silly example, but apply the same scenario to something with more nuance — the headline copy, the location of a particular piece of content or the choice of an image — and our insights can help to nip in the bud lots of internal wrangling.
When you ask us for insights from your analytics data, we will undertake all the hard work of diving into the data and conducting any tests that might be required. Once we have collated and sifted through all the relevant information, like on site conversion and behaviour, we will present concise and actionable recommendations based on our findings.
The result is fewer in-house disputes and an ever-improving digital presence.
Published by Zesty