Continuous Improvement

What is continuous improvement?

The ongoing enhancement of the

effectiveness of the digital presence.

Why do we do it?

User

experience

Business

performance Optimal

web

presence

User

experience

Business

performance

The platform for assessing effectiveness

Optimal

web

presence Personas

User journeys

Objectives

KPIs

The continuous improvement process assumes that user

and business needs are already clearly defined.

User

experience

Business

performance

How do you go about it?

Research

Insights

Actions

Implementation

Research Techniques

Using data to generate insight

Analytics

• Tools like Google Analytics when configured

correctly provide you with an substantial

overview of the performance of your web

presence.

What should you measure?

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As a minimum, web analytics should be utilised on

your website for gaining an understanding of

referrals, traffic, user journeys and site conversions.

Thinking beyond the website

Mobile

• Understanding growth in mobile

usage and the variables in the

mobile experience compared to

other platforms.

Thinking beyond the website

Social

• Look beyond growth to understanding interaction

and response to the content you are sharing across

social channels.

• Competitor data is interesting to review as a

comparison and help put your performance into

some context.

Engagement

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How connected is your audience to the experience on

offer?

The bigger picture

• Analytics tools provide us with valuable insight in telling us what has happened.

• However, what they don’t tell us why it has happened.

• Direct audience input fills in the gaps producing a fuller picture.

Types of Audience Research

• Usability testing

• Focus groups

• One-to-one interviews

• Questionnaires and

surveys

What this can tell you

•How satisfied is the

audience with their

digital experience?

•What value do they

place in their

interactions with you?

Combining qualitative and quantitative

•Combining both research

techniques is the most effective

method of gaining a rounded

view of the effectiveness of

your web presence.

What next?

Generating insights from your

research

• Don’t consider the data in

isolation

• Think about environmental

factors and digital trends

Generating insights

Insights are only valuable if they

are actionable.

Ongoing optimisation

• Prioritisation of smaller quick wins.

• For larger changes analyse the cost of

implementation versus the potential return.

• Multivariate Testing can be used for uncertainties.

• For critical changes, implement items which are

individually trackable in order to understand their

impact when live.

In Summary

In Summary

Continuous Improvement

• Starts with clearly understanding the audience and

their needs

• Has a set digital objectives and measurable KPIs

• Uses benchmarking to provide context

• Uses quantitative and qualitative research to gain a

complete picture

• Uses actionable insights

• Is a process of ongoing optimisation

Thank you