We at FutureNow sometimes wonder why more companies aren’t busy optimizing their websites and online marketing, or why those who are “on board” with the concept don’t always commit the right amount of resources towards the effort.
I’m not a mind-reader, but I think it’s due in part to an all-or-nothing mentality where nothing short of a full optimization ‘project’ is worth putting effort into. Most companies are more interested in redesigning their websites all at once instead of incrementally, even though incremental optimization is far less expensive, less risky, and more accountable!
Maybe you heard the expression – how do you eat an elephant, one bite at a time!
Sometimes, we tell our clients to redesign and optimize a small design element of their site; their call to action buttons, for example. And they seem tentative and slow to implement the recommendation. Why? Maybe because they think it has to be 100% optimized right away, or that it has to be perfect to be worth taking action on.
A useful model to get past this mode of thinking is to use the Hierarchy of Optimization which we’ve talked about on this blog in the past. It’s a great mental model to show clients the roadmap of how they should be optimizing, and in what order.
Take a quick look at the hierarchy diagram, and then I’ll apply the model to real-life design elements that most sites should be taking a look at. Note that the Hierarchy has 5 levels: the Functional, the Accessible, the Usable, the Intuitive, and the Persuasive. While you can apply the 5 levels at a “macro” level on your entire site, you can also apply them at the “micro” level on a single landing page or even small design elements.
Example 1 – Call to Action Buttons
Example 2 – Testimonials
Besides what I hope are useful questions to ask yourself, the point of all this is to encourage everyone to start today on optimization, take baby steps, and work your way up the Hierarchy. As the old saying goes: You can’t eat an elephant in just one bite!