If you aren’t testing your site on a continual basis to determine the up to the minute optimal layout and experience your missing out. Some main areas to focus on are:
- Content – Content can be a great start. Make sure that you are targeting your content to the needs of your customer. Trying out different niche content can deliver a quick win and may provide better results than generic content.
- Layout – Prioritized placement and emphasis of items on a page should be evaluated to determine the optimal layout for your customer.
- Creative – Creative can change the initial reaction that your customer has to a site.
Sometimes it becomes necessary to gain a full understanding of the content that exists on your site. Being that a website can become a living being growing and evolving the content can change over time and a periodic content audit can assist.
I just completed the requirements for auditing after a rather long process of evaluating every type of content on the site as well as all possible subjects of that content. This can take some time. I ended up with the following list of areas to capture about the content.
- Page Type
- Product Type
- Content Type
- Subject Type
In the future a gap analysis can be performed to know what has changed and where to look to update the audit.