Is it Groundhog Day for Your Web Site?

In the movie “Groundhog Day,” Bill Murray’s character relives the same day of his life over and over again, at first making the same mistakes and suffering the same consequences.

Eventually, he realizes he can learn from what he does wrong. The next time the same thing happens, he adjusts with much more positive results. Only by improving himself can he break out of his déjà vu.

All too often, though, company web sites are forced to live through Groundhog Day over and over again. Pages with high bounce rates or poor converting landing pages are never optimized. Every day, the site continues to drive away visitors or lose sales. And new pages with the same exact weaknesses are added.

So how do you keep your site from suffering Bill Murray’s fate?

See Your Shadow

OK, maybe the groundhog metaphor is getting a little tortured here. But any site improvement process starts by taking a look around.

Peek into your site analytics. Look at your sales or membership database numbers. Are visitors leaving your product pages in droves without ever adding anything to the cart? How many people start your membership signup form? How many people finish it?

Identify a couple of these sad little shadow pages. Now go in and fix them!

Re-optimize that landing page based on the keywords visitors are actually using to find it. Take a hard look at that registration process; can you make it easier?

Even better, try a couple of different solutions and use a tool like Google’s Website Optimizer to run an A/B test of those solutions. Go with the one that yields the greatest improvement.

End The Deja Vu

Fixing the issues you have right now is just the first step. The next is to make sure you don’t, ahem, repeat them.

Identify what you did to improve your pages. The next time you create a similar type of page, incorporate these lessons and start from this better foundation.

And once you’ve optimized everything you can, go back and do it all again in 6 weeks or 6 months.

Do Some Spring Cleaning

Ferret out those dead end pages that are outdated, inaccurate, or just plain useless. If your content isn’t useful to your users, your business, or both, it’s time to chuck it.

Next Groundhog Day, you’ll have a lot more to be happy about.

Your Turn

  • What have you done to improve your site?
  • How do you keep from repeating mistakes?
  • Why do they wake poor Punxsatawney Phil up so early?

CDG Interactive can help your organization review its site to identify opportunities for optimization, from sales conversions to visitor engagement. We’ll help you put those improvements in place, too. Contact us to learn more about how we can help you.

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