Eating the cake and keeping it slim: quick wins vs. long term strategic roadmap

Companies nowadays are constantly striving to deliver a better digital customer experience, investing many resources in keeping up with the latest trends and technologies, as well as with their competition. The fast pace often results in hasty implementations without  a structured or strategic plan.

Defining goals for optimizing your website

The first step, prior to any discussion on a plan or a change, is to understand what are your business’ main goals? What are your website’s main goals? What do you want to achieve? Are you an ecommerce site and want to increase revenue? Are you a content site and want to increase engagement? Once you’ve answered such questions, you need to figure out what are your KPI’s and how do you measure your business’ and website’s success?

The next step is to understand your limits and limitations. When taking into consideration your resources, capabilities, policies etc., what kind of changes can you perform?

Once you’ve established where you want to get to and what kind of resources you have to get there, you need to plan the ‘how’.

Successfully planning and executing a web optimization strategic plan

To effectively manage your web optimization strategy you first need to identify your changes according to type. There are 3 types of potential changes: Technical (for example, fixing a broken link), UX (minor changes to the layout, for example replacing an element within a page) and Strategic Changes (larger scale changes, such as re-designing the website or revising the entire concept).

Website Optimization types

Once you’ve decided on the type of changes you would like to make, you need to divide them into 2 kinds of roadmaps:

1 – For the quick wins, the ongoing changes, usually the technical changes and the UX changes that don’t take a lot of time and effort to fix and can have a big impact; and
2 – A strategic roadmap that includes a wider and deeper type of thinking about your business’ and website’s goals, such as designing a new layout for the website, creating a new checkout process, etc.

The main challenge that most companies face is managing these two roadmaps effectively. Unfortunately there is no other choice but to manage them at the same time. This is not a popular answer but it is reality.

You can’t and you shouldn’t wait with some of the changes for the longer term, and you cannot achieve all your goals with just easy fixes and without thinking strategically.

Keep in mind that the two roadmaps must be aligned. When creating them you need to consider all the various aspects. Invest the time and resources to plan according to the goals and KPI’s you’ve set out. Don’t get into a situation where your planning is based on your dreams and not on your capabilities. That being said, you need to allow your short term plan to be flexible enough to enable you to adjust quickly to market changes, competition and technical issues.

Strategic roadmaps for website optimization

The 70/30 Rule

We recommend following the 70/30 Rule. 70% of your activities should be planned as part of the strategic roadmap and 30% should be left for the short term changes, the quick wins, that you want to cover. This will create a balanced environment that will allow you to grow and improve, to be flexible and to be able to adapt to any market changes. It will also allow you not to rush into decisions, to plan strategically and act responsibly.

Watch this webinar by Michal Harel of Clicktale joined by Jenni Bruckman, Senior Client Manager of Brooks Bell, who completes the subject with practical insights and examples of successfully planning and carrying out website optimization change management.

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