The Importance of Follow-through by Chris Trayhorn, Publisher of mThink Blue Book, July 1, 2008 I am not a golfer- but I rented some clubs and hit at a driving range for the first time a few months ago. I had no clue what I was doing, but I happened to be standing next to someone who was in the middle of a lesson. I watched closely and tried to apply what the trainer was telling his student to make my swing better. After a few tries, I was consistently driving that sucker over 100 yards – with some sense of control to boot. I realize this is no great feat, but I was thrilled! This was much better than my initial attempts – some of which went backwards (don’t ask…). Anyway – one of the main points the instructor kept mentioning was the importance of following through with the swing. “You’re not following through,” “make sure you follow through,’ “what happened to the follow through?” I began thinking about how follow through is critical for success in many sports. In basketball you have to follow through with your shot – in baseball you need to follow through with your swing. Of course, the principal of follow through is not limited to sports, but I had not previously seen what a structured concept of following through would look like for the business of Web design. This became a topic of conversation at Sostre & Associates for quite some time. We pride ourselves on doing a great job of planning and consulting and developing so that a site is ready for launch, but the general consensus internally was that we could do a better job following through with that site after launch day. With that in mind, we created a short checklist of tasks to perform post-launch for every website we create. These follow through items go beyond just making the site functional, and help ensure that it’s really successful. Let the Data Design for You One of the most important tenets of Conversion Design is to look past best guesses, best practices, and intuition. Oftentimes, the keen eye of an experienced designer can get things right most of the time, but proper use of your Web analytics data will steer you in the right direction all the time. Reviewing your website visitor data to discover what your users want, and then designing specifically for them is one of the most effective, and often overlooked, follow through activities you can engage in. I often recommend Google Analytics. First, because it’s one of the most robust systems out there (especially at this pricepoint – free) and second because it allows you to schedule reports to be emailed to you daily, weekly, or monthly. This is a good way to get into the habit of reviewing your data regularly. I also use Crazy Egg (www.crazyegg.com) to run heatmaps whenever we make layout or non-standard content changes to a site. Heatmaps analyze visitor clicks to a page and display the data as brightly or dimly colored areas based on number of clicks. They help you see how visitors interact with your site in a whole new way and can illuminate common sense design flaws that you haven’t noticed before. Keep it Fresh I’ve seen it time and time again where a site launches and does really well, but then it doesn’t get updated for a while and performance starts to slip. Almost imperceptibly if you aren’t keeping close tabs. One of the reasons for this is that users start to get nervous if they feel like a site isn’t being updated or maintained. They get the impression that “no one is home”. Update highly visible areas such as prominent photos or content on a regular basis. If your site isn’t the type that gets updated,consider including some automated sources such as displaying RSS feeds from related sources to help users feel like the site is up to date. Keep the Traffic Coming For the final point in our list, we all know that an optimized, up to date website does no one any good if users can’t find it. Therefore your follow through wouldn’t be complete if it didn’t include monitoring your website’s status with the search engines.This includes evaluating and maintaining titles, descriptions, keywords and/or tags, backlinks, social bookmarking, and more. With all the sites out there (Google, Digg, Technorati, etc”),it would be tough to follow through with every single one – lucky for us there are several services out therethat can provide the majority of this critical information about your site very quickly. You can try www.Web-SiteGrader.com, or www.XinuReturns.com for examples. Running a report every quarter or so will help avoid any issues that might otherwise go unnoticed. Just like sports, if you can learn to follow through consistently, your efforts will be much more successful. Remember that each site is different so you will want to add items to this list as time goes on. Finally, for a quick follow-up – in the last issue, we showed how consulting firm, Think First, could use wireframes to spec out the content before moving to a full redesign.Their existing site looked nice, but offered almost no explanation of their services of unique value proposition.For good measure, we took some time this issue to finish the job by turning the wireframe into a full homepage mockup. As you can see, the redesign stayed true to the wireframe and kept a lot of the same look and feel elements from the existing site. This is to show that a successful redesign isn’t always about colors and graphics.The core of Conversion Design is to display and organize the elements in such a way that they accomplish a desired goal. In this case – educating Think First visitors on what they have to offer. Would you like to get your website made over for a future edition of By Design Makeover? Send your name, company, contact information (phone, email, etc.), a brief description of your business and its goals, and, of course, your URL to email@example.com. Please put “Revenue’s By Design Makeover” in the subject line. Filed under: Revenue Tagged under: 23 - 23/2008, Columns, Conversion, Customer Experience, mtadmin, Website Design About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.