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Core Values Respect The Customer Build Long-Term Trust Invest in Knowledge Sweat the Little Things |
Sweat the Little ThingsSmall problems can be big obstacles, but by conducting a usability review and delving into your website's analytics, you'll quickly be on your way to finding trouble spots and developing strategies to eliminate them. Time to redesign, right?Completing a full-scale overhaul of your website may give your design and marketing teams a great feeling of accomplishment, but will it improve your conversion rate? Will your customers find the new website more helpful, more compelling, more likely to earn their business? The downside of completely redesigning your website is that it's difficult to measure the results. Many companies find that after months of work, the new website generates only a comparable conversion to the previous design. Usually, while some pages and features have been improved, others have become less appealing to your customer base, thus resulting in no net change to sales or customer satisfaction. And because so many things have been changed, it's virtually impossible to determine which changes have produced which outcomes. That's why PopStringDrink encourages its clients to implement incremental changes over a period of time, testing each one to ensure that it truly improves your website. Many companies discover that tiny changes, such as modifying the color of a button, re-wording link text or relocating a key feature, can produce significant results. An iterative design process also avoids the customer disorientation that can occur with site-wide changes and allows you to gain insight into what truly matters to your specific audience. |
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