Extracting Performance: Optimization

As soon as a new experience launches, the measurement and optimization begins. Interactive success isn’t sustained with three-year refresh cycles, but with continuous measurement, evaluation and refinement. We perform periodic assessments that compare actual site performance against metrics established during the discovery and strategy development. If increasing lead generation was a project objective, are the inquiry numbers up? If reducing call center traffic was a measure of success, are those calls actually declining?

It’s also important to continually monitor the business environment for trends and changes that could impact site effectiveness. So in addition to tracking fixed performance metrics, we conduct periodic user surveys and competitor analyses to identify change in the market space. Ideally we review these finding in quarterly client meetings that provide a regularly scheduled forum for progress assessment, strategy review and new project planning.

Continuous optimization closes the loop on the work done during discovery and strategic planning. It drives regular content and service improvements and ensures routine incremental performance gains that maximize the return on your online investment. If you’re not measuring performance, you can’t improve it.