//Building a Business Around Your Website: Going Live and Measuring Success
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Building a Business Around Your Website: Going Live and Measuring Success

 

 

This article is part of a series on best practices in website development, followed by Marketo's web development team. You can learn more about the pre-planning process How Create a Plan of Action, Prepare Your Team and Your Project for Success and ] manage your team throughout the construction process in our previous articles. Now you are almost there! Everyone in the team is excited. They are ready to see your hard work, to explore the new site and to try it. And they are already thinking about what can be done next.

It is good to maintain enthusiasm for your website. This enthusiasm will motivate good stakeholders to provide the necessary resources. It is equally important to keep the team focused, from top to bottom.

Think of it as follows:

Would you like to start another 50 SKUs before testing the top 50 performances?
Would you like to open 10 more sites before maximizing the ROI of the current location?

No, you would not want to. Why then would you treat your digital space differently?

Because creating a website is considered a minimal investment and you need little time to get results, you are often jerky, as no other part of the business would be. It is important to communicate the power and process for continuous optimization.

The Power allows you to learn quickly, sometimes in just minutes, when you test a new campaign or SKU in your online store.

The process is based on the measurement and comparison of the performances of one version with respect to another.

Do not forget that your process involved a return on investment and landmarks . Now is the time to focus on what you want to prove and improve.

For tactical purposes, I split into two stages the product preparation process and the launch team:

Starting production
Preparing to Measure

Start of production

The start of production concerns the latest and most important stages of the development process, namely UAT and quality assurance. Improperly executed UAT and QA can double the time and cost of launching, and can lead to many bug experiences that cause thousands of customers to lose.

Here is my checklist to move quickly and efficiently to the final process of UAT and QA:

CHALLENGE
SOLUTION
Organize UAT comments for engineering
If engineering is to rely on stakeholder feedback, it will double the time needed to finalize UAT and QA. I use Google Forms to collect UAT comments and a Google sheet to organize comments by type of problem: functional, formatting, content.
Obtain UAT feedback from stakeholders
Stakeholders are notoriously slow and you will often get feedback after your life. The key to keeping things on track is the consistency of communications with deadlines and the decisions that will be made for them if they do not respond within the time allotted.
Keep stakeholders focused on the UAT
Once stakeholders become interested, they often provide more optimization or content changes than the comments you need. Do not reject their comments for future versions, but do not include these comments in the technical information needed to bring this version of the site online.
QA fast and complete
A regression test is the only way to perform complete and fast tests. I'm creating regression tests in Google Sheets. At each new version, I repeat the regression test and mark the items as successful or failed. This test can also be done by an external QA team.
Precise QA
Accurate QA means testing in real environments. If you launch an application in which 90% of the use will take place in a stadium during a live sports event, then you must test the application in a stadium during an event live sports. When testing, it is important to replicate the real environment, which involves making sure your transfer environment has the same configuration as your actual environment.

Preparing to measure

Having the new site live without the proper measures is as good as never launching it. You need to make sure everything from tags to tools to users is ready to accurately measure the impact of the new site or new features on your existing website.

Here is my checklist to make sure we are ready to learn:

CHECKLIST
METHOD
Measure the return on investment
Make sure all your reference points (KPIs) are defined and reinforced with the team.

Here are the three key data categories to include:
1. Key Performance Indicators: An example of a target KPI is a 3% increase in the conversion in advance.

2. Key Performance Indicators: An example of a key performance indicator is a current conversion in advance of 6.3%

3. Statistically Relevant Requirements: How many visitors do you need to properly test the lead conversion change? How are these visitors broken by character, step by step funnel and step by step?

Tags and tools
It is essential to ensure that campaigns, web pages, and other aspects of the user journey are properly configured to capture the data needed to measure ROI.
1. Data includes items such as Google tags, defined user paths, and tracking codes.
2. Tools include Google Analytics, messaging service providers, and ad management platforms.
Team
Once live, the campaigns do not launch themselves, the data do not interpret themselves. People, those who manage campaigns, press releases, content marketing, etc., must be ready to execute the day they are launched. If the team is not ready and the traffic is not created to measure the return on investment, the leaders will not invest in improvements that are not measured.

Do not forget that the site constitutes a piece of the company's puzzle and that any investment in this site must be measured against other investments intended for growth and development. improvement of key management indicators. If you can not measure the impact of the site, you can not justify the expenses.

As owners of digital products, we must become data scientists. Data is the only way to know what works and what does not work to quickly and repeatedly identify where to duplicate, stay and fall back.

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